User satisfaction from commercial web sites: The effect of design and use

We empirically investigated the effect of user-based design and Web site usability on user satisfaction across four types of commercial Web sites: online shopping, customer self-service, trading, and publish/subscribe. To this end, a Web-based survey questionnaire was assembled, based on previously reported instruments for measuring user satisfaction, usability, and user-based design. Three hundred and fifty-nine respondents used the questionnaire to rate a collection of 20 popular commercial Web sites. Data collected were analyzed to test four hypotheses on the relationships among the attributes examined. The Web site attributes were also plotted on bi-dimensional perceptual maps in order to visualize their interactions. The two techniques yielded the same result, namely that trading sites are the lowest rated and that online shopping and customer self-service sites should serve as models for Web site developers. These findings are especially useful for designers of electronic commerce (EC) Web sites and can aid in the development and maintenance phases of Web site creation.

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