The Importance of Usability Aspect in M-Commerce Application for Satisfaction and Continuance Intention

Authors

Yassierli Yassierli, Department of Industrial Engineering, Faculty of Industrial Technology, Institut Teknologi Bandung, Bandung 40132, IndonesiaFollow
Vinsensius Vinsensius, Department of Industrial Engineering, Faculty of Industrial Technology, Institut Teknologi Bandung, Bandung 40132, Indonesia
M. S. Syed Mohamed, Faculty of Manufacturing Engineering, University Teknikal Malaysia, Melaka 76100, Malaysia

Abstract

There has been a rapid growing of m-commerce application in recent years due to the development of mobile communication technology and e-commerce business. However, only about 30% of online users, who conduct online searching, make online purchases. The low conversion rate seems to be correlated with poor usability aspect of most m-commerce applications and poor satisfaction reported by users. Research has reported that satisfaction and continuance intention in using m-commerce applications have relationships with service quality and information quality. In this study, a new model of user satisfaction and continuance intention in the context of mobile application was proposed by incorporating usability aspect. The study involved 230 respondents. To develop a new reliable and valid model, this study used Structural Equation Modelling (SEM) that include two stage evaluation, namely measurement model evaluation and structural model evaluation. Results demonstrated 34 valid and reliable indicators which can be used to measure service quality, information quality, usability, user satisfaction and continuance intention in M-commerce application. There were positive and significant relationships among service quality, information quality, usability, user satisfaction, and continuance intention. This study provide evidence on the importance of usability aspect in M-commerce application for user satisfaction and continuance intention.

Bahasa Abstract

Pentingnya Aspek Usabilitas Pada Aplikasi M-Commerce untuk Meningkatkan Kepuasan dan Niat Keberlanjutan Pengguna. Pertumbuhan aplikasi m-commerce dalam beberapa tahun terakhir sangat pesat karena perkembangan teknologi komunikasi seluler dan bisnis e-commerce. Namun, hanya sekitar 30% pengguna online, yang melakukan pencarian online, bersedia membeli online. Tingkat konversi yang rendah tampaknya berkorelasi dengan aspek usabilitas yang buruk dari sebagian besar aplikasi m-commerce dan kepuasan yang rendah dilaporkan oleh pengguna. Penelitian terdahulu telah mencatat bahwa kepuasan dan niat keberlanjutan dalam menggunakan aplikasi m-commerce memiliki hubungan dengan kualitas layanan dan kualitas informasi. Dalam studi ini, model baru kepuasan pengguna dan niat keberlanjutan dalam konteks aplikasi mobile diusulkan dengan memasukkan aspek usabilitas. Penelitian ini melibatkan 230 responden dan menggunakan structural equation modeling (SEM) yang mencakup dua tahap evaluasi, yaitu evaluasi model pengukuran dan evaluasi model struktural. Hasil penelitian menunjukkan 34 indikator yang valid dan andal yang dapat digunakan untuk mengukur kualitas layanan, kualitas informasi, usabilitas, kepuasan pengguna dan niat keberlanjutan dalam aplikasi m-commerce. Terdapat hubungan positif dan signifikan antara kualitas layanan, kualitas informasi, usabilitas, kepuasan pengguna, dan niat keberlanjutan. Studi ini memberikan bukti tentang pentingnya aspek usabilitas dalam aplikasi m-commerce untuk meningkatkan kepuasan pengguna dan niat keberlanjutan.

References

APJII, Profil Pengguna Internet Indonesia 2018, Asosiasi Penyelenggara Jasa Internet Indonesia, Jakarta, 2018. [https://apjii.or.id/content/utama/39] (in Indonesian).

K. Jakimoski, Sci. Technol. 7/6 (2014) 13.

E.Y. Huang, S.W. Lin, C.Y. Fan, Electron. Commer. Res. Appl. 14 (2005) 126.

TechinAsia, https://www.techinasia.com/talk/5-trends-indonesian-ecommerce, 2017

ISO, ISO/IEC 25010:2011(en) Systems and software engineering — Systems and software Quality Requirements and Evaluation (SQuaRE) — System and software quality models, https://www.iso.org/obp/ui/#iso:std:iso- iec:25010:ed-1:v1:en, 2011.

C. Flavian, M. Guinaliu, R. Gurrea, Inf. Manag. 43 (2006) 1.

Criteo, https://www.criteo.com/insights/mobile-commerce-growth-criteo-research/

J. Nielsen, Designing web usability: The practice of simplicity, New Riders Publishing, USA, 1999.

A. Parasuraman, V.A. Zeithaml, A. Malhotra, J. Serv. Res. 7/3 (2005) 213.

K.C. Lee, N. Chung, Interact. Comput. 21 (2009) 385.

Y.F. Kuo, C.M. Wu, W.J. Deng, Comput. Hum. Behav. 25/4 (2009) 887.

R. Negi, Int. J. Qual. Reliab. Manag. 26/7 (2009) 699.

S. Akter, J. D’Ambra, P. Ray, Electron. Markets. 20 (2010) 209.

I. Santouridis, P. Trivellas, Int. J. Qual. Serv. Sci. 4/1 (2012) 86.

A. Ozer, M.T. Argan, M. Argan, Soc. Behav. Sci. 99 (2013) 428.

M. Nilashi, O. Ibrahim, V.R. Mirabi, L. Ebrahimi, M. Zare, J. Retailing Consum. Serv. 26 (2015) 57.

W.H. DeLone, E.R. McLean, J. Manag. Inf. Syst. 19/4 (2003) 9.

S. Alter, Information Systems: Foundation of E-Business (Fourth Edition), Pearson Education International, New Jersey, 2002.

P. Kotler, K.L. Keller, Marketing Management, Prentice Hall, New Jersey, 2012.

J. Song, J. Kima, D.R. Jones, J. Baker, W.W. Chin, Decis. Support Syst. 59 (2014) 37.

J.J. Cronin, M.K. Brady, G.T. Hult, J. Retailing. 76/2 (2000) 193.

Y.S. Wang, Y.W. Liao, Comput. Hum. Behav. 28 (2007) 381.

L. Casalo, C. Flavian, M. Guinali, Int. J. Bank Marketing. 26/6 (2008) 399.

D. Belanche, L. Casalo, M. Guinali, J. Retailing Consum. Serv. 19 (2012) 124.

M. Kim, J.H. Kim, S.J. Lennon, Managing Serv. Qual. 16/1 (2006) 51.

Z. Yang, X. Fang, Int. J. Serv. Ind. Manag. 15/3 (2004) 302.

Z. Yang, S. Cai, Z. Zhou, N, Zhou, Inf. Manag. 42 (2005) 575.

L. Olsina, L. Santos, P. Lew, Lecture Notes Comput. Sci. 8541 (2014) 111.

J.F. Hair, W.C. Black, B.J. Babin, R.E. Anderson, Multivariate Data Analysis: A Global Perspective (7th ed.), Pearson Education, Inc., New Jersey, 2010.

S.H. Wijanto, Metode Penelitian Menggunakan Structural Equation Modeling dengan LISREL 9, Lembaga Penerbit Fakultas Ekonomi UI, Jakarta, 2015.

L. Zhao, Y. Lu, L. Zhang, P.Y.K. Chau, Decis. Support. Syst. 52/3 (2012) 645.

Recommended Citation

Yassierli, Yassierli; Vinsensius, Vinsensius; and Mohamed, M. S. Syed (2018) "The Importance of Usability Aspect in M-Commerce Application for Satisfaction and Continuance Intention," Makara Journal of Technology: Vol. 22: Iss. 3, Article 6.
DOI: 10.7454/mst.v22i3.3655
Available at: https://scholarhub.ui.ac.id/mjt/vol22/iss3/6