How the Website Usability Elements Impact Performance

This research builds on the results of a large scale study in which participants performed an informational task on one of 59 websites spanning various industries to examine how the website usability elements (graphical attractiveness, information, interactivity, trust, and ease of use) drive users’ attitudes and intentions toward the website and how these effects vary according to site experience and end product tangibility. Results show that while the effects of site interactivity and graphical attractiveness were more influential for services sites, the effects of site information and trust were stronger for tangibles sites. Alternatively, compared to returning site visitors, first-time visitors perceived the website as less easy to use, needed more time to accomplish the online task, and based positive attitudes and intentions more strongly on the site information and interactivity. The results of a second study performed in a proximate culture largely corroborate these findings.