An empirical study stepping towards ethnographic research for e-commerce websites: A perspective of user-centred design

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)

Abstract

User-centred design denotes human-centred design processes for interactive systems that intend to meet consumers’ demand for web interface design and usability in human–computer interactions. Perceptions of user interface quality, security, trust, and loyalty were examined in this study. Cross-sectional data were collected from a convenience sample of online consumers in South Africa. A total of 200 self-administered questionnaires were distributed, yielding a 75.5% response rate. Data were analyzed using the multivariate technique. The findings indicate that user interface quality affects perceived security and trust. Perceived security influences trust and customer loyalty, while concern about a perceived low level of security moderates the significant effect of trust on customer loyalty. This implies that reducing perceptions of low security and increasing user interface quality instil trust and develop customer loyalty towards the website. Reducing perceptions of low security contributes in the relationship between trust and customer loyalty in online shopping.

Original languageEnglish
Pages (from-to)1337-1355
Number of pages19
JournalAfrican Journal of Science, Technology, Innovation and Development
Volume14
Issue number5
DOIs
Publication statusPublished - 2022
Externally publishedYes

Keywords

  • customer loyalty
  • customer trust
  • perceived security
  • user interface quality
  • user-centred site design

ASJC Scopus subject areas

  • Civil and Structural Engineering
  • Development
  • Computer Science Applications
  • Computer Networks and Communications

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