Issue №4, 2017

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The influence of website usability on the customer satisfaction of online store

The influence of website usability on the customer satisfaction of online store

 

D.V. Martsulevich, Saint Petersburg State University of Economics (St. Petersburg, Russia)

Full article 

This study investigated relationships among customer satisfaction, website usability, design, technical characteristics of the online store, possibilities for feedback, perceived security of the online store, the conditions and quality of delivery and perceived prices. The model was tested on a sample (n = 282 respondents). We used the structural equation method (SEM) and partial least squares (PLS) to test our hypotheses. The results show that the satisfaction of consumers in e-commerce in the order of importance is affected by: conditions and quality of delivery, the factor of ease of perception and search (first subfactor of usability), security, the ease of use (second subfactor of usability), website design, price. Also we revealed dependencies between subfactors of usability and perceived security, reputation, design of the online store. The discussion of the results and limitations of the method are presented.

Keywords: e-commerce, online store, digital marketing, usability, customer experience, interface, navigation.

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For citation: Martsulevich D. V. The influence of website usability on the customer satisfaction of online store // Corporate governance and innovative economic development of the North: Bulletin of the Research Center of Corporate Law, Management and Venture Capital of Syktyvkar State University. 2017. № 4. P. 77-89.