Development and validation of a formative and a reflective measure for the assessment of online store usability

The aim of this study was to develop and validate a reflective and a formative measure of online store usability. Perceived usability, related constructs (i.e. trust and aesthetics), controls (i.e. user and product characteristics) and consequences (i.e. intention to buy and purchase) were examined within a nomological network. Three hundred and seventy-eight participants completed an experimental study. Each participant visited 2 out of 35 online stores and rated the usability and intention to buy for both stores. Purchase behaviour was determined by combining the participants' reward with the decision to buy. Results from partial least squares (PLS) structural equation modelling indicate that the formative usability measure forms a valid set of items for the user-based assessment of online store usability and that both measures are positively related to the intention to buy, suggesting criterion validity. As hypothesised, positive relationships of usability with trust and aesthetics were supported. Furthermore, both measures provided a good prediction of the decision to buy, indicating overall predictive validity. Limitations and implications for usability measures and human–computer interaction research are discussed.

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