The relative importance of usability and functionality factors for online auction and shopping web sites

Fethi Calisir*, A. Elvan Bayraktaroǧlu, Cigdem Altin Gumussoy, Y. Ilker Topcu, Tezcan Mutlu

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

35 Citations (Scopus)

Abstract

Purpose The purpose of this study is to determine the relative importance of the usability and functionality factors for online auction and shopping web sites from the perspective of young consumers. Design/methodology/approach The Analytical Network Process (ANP) was used to analyse the relative importance of the usability and functionality factors. Findings The findings show that customers of online auction and shopping web sites give higher priority to usability and usability factors than to functionality, with navigation and interaction being the factors of highest relative importance. Practical implications First, customers assign higher priority to usability factors. Thus, early in the design phase, designers should attach more importance to navigation- and interaction-related aspects of their web sites. Second, designers of web sites should include basic and advanced search options to increase the number of the web site users. Originality/value The study is the first to examine the relative importance of the usability and functionality factors of online auction and shopping web sites. Furthermore, the study fills this gap by identifying the complex interrelationships between various features of usability and functionality, and their impact on each other, by examining two Turkish online-auction and shopping web sites.

Original languageEnglish
Pages (from-to)420-439
Number of pages20
JournalOnline Information Review
Volume34
Issue number3
DOIs
Publication statusPublished - 2010

Keywords

  • Electronic commerce
  • Internet
  • Turkey
  • User studies
  • Youth

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