Evaluating Usability and User Experience Amid COVID-19: The Case of Innovative Digital Retailers

• Published in: International journal of technology and human interaction Vol. 19; no. 1; pp. 1 - 23
• Main Authors: Samawi, Ghazi A, Jraisat, Luai, Khlaif, Fadi, Jreissat, Mohannad, Ta'amnha, Mohammad Akram, Alomari, Samah, Khawajah, Ala'aldin
• Format: Journal Article
• Language: English
• Published: Hershey IGI Global 01.01.2023
• Subjects: COVID-19; Electronic commerce; Empirical analysis; Structural reliability; User experience; User interfaces; User satisfaction
• ISSN: 1548-3908; 1548-3916
• DOI: 10.4018/IJTHI.328090

This research evaluates e-commerce platforms (ECP) amid the COVID-19 pandemic and investigates the relationship between usability and user experience (UX) and e-commerce platforms performance (ECPP) by testing online customer's interactions with online retailers. Exploratory and confirmatory factor analyses assessed the research constructs' dimensions, dimensionality, validity, and composite reliability, while structural path analysis tested the hypothesized model relationships. The empirical results indicate that six usability dimensional attributes are strategically significant antecedents to UX and ECPP: navigation, information architecture, value of content, satisfaction, aesthetics, and consistency and functionality. An integrated framework of usability and UX is recommended for retailers running their businesses on digital platforms. This research investigates usability, UX, and ECPP through understanding digital marketing frameworks in e-commerce stores in the COVID-19 context, shedding light on the strategic role of usability attributes and how they affect UX digital performance.