An Empirical Analysis of the Relationship between Usability and Online Advertising Effectiveness through the Online Consumer Trust, Satisfaction and Purchase Intentions’ Levels

Among other aspects, literature has proposed that electronic commerce success depends on usability that consumers perceive in the website they use. However, the study of usability presents important lacks, such as its relationship with advertising effectiveness. This paper proposes that usability influences on advertising effectiveness due to the significative effects of usability on consumer trust, satisfaction and purchase intentions. SEM and PLS methodologies are used to contrast that perceived usability has a direct and positive effect on customers’ satisfaction. We also confirm the impact of satisfaction on consumer trust and purchase intention. Causal model stability is validated thanks to the use of two independent samples. Finally, several conclusions, managerial implications and future research lines are discussed.