Incorporating Functional Quality into Usability Model of E-Commerce Application

E-commerce application usability refers to the design and functional aspects that facilitate user interaction and goal achievement. Well-designed usability of e-commerce applications will lead to usage continuance by users. Therefore, this study tries to identify usability factors and measure the effect of usability on usage continuance. Based on previous studies, the variables hypothesized to be the factors that define usability are learnability, efficiency, memorability, accuracy, emotion, and utility. Utility is a variable that represents the functional aspects of usability. It is described in more detail into information search, interface display, and transaction. Furthermore, this study also examined the relationship between usability, usage continuance, satisfaction, and usefulness. This study's hypotheses were evaluated using 242 survey responses from e-commerce application users. Structural equation modeling, or SEM, was applied to process the empirical data. Memorability, accuracy, efficiency, and utility were found to be able to describe the usability of e-commerce applications well. This proved that functional quality is also an essential part of usability. Usability was found to influence usage continuance. .