The Influence of “dead-ends” on Perceived Website Usability
نویسنده
چکیده
When shopping for a product or searching for information on a website, it may take several attempts for consumers to find what they are looking for. It is suggested that these unsuccessful attempts to find a product or information, i.e., dead-ends, influence consumers’ perception and evaluation of the website usability. Results of this study, conducted with 204 consumers over two different sites, suggest that there is a negative relationship between the number of dead-ends experienced by consumers while shopping online and the perception of the website usability. In addition, contrary to popular belief, a positive relationship was found between the number of pages visited by consumers and their evaluation of the website usability. Theoretical and managerial implications of these results are discussed.
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