(Old)Miguel Guinaliu, Ph. D.

Investigación y actualidad en social media marketing


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Website usability, consumer satisfaction and the intention to use a website: The moderating effect of perceived risk

Acaba de ser aceptado para su futura publicación en el Journal of Retailing and Consumer Services el trabajo titulado  “Website usability, consumer satisfaction and the intention to use a website: The moderating effect of perceived risk”, realizado por mi junto a los profesores Belanche y Casaló, en el que se pone de manifiesto la importancia de la usabilidad web en el comportamiento de los internautas, en especial en entornos en los que los consumidores perciben un mayor nivel de riesgo.

Abstract:

This paper analyzes the influence of website usability on both consumers’ satisfaction and intention to use a website, as well as the impact of satisfaction on usage intentions. Additionally, we study the moderating effect that consumer risk perceptions may have on the influence of website usability. Results show that website usability affects satisfaction which in turn affects intention to use. Contrary to expected, usability does not directly affect intention to use but has an indirect effect through consumer satisfaction. Finally, the usability effect on consumer satisfaction is moderated by perceived risk.

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