A Novel Website Quality and Usability Evaluation Framework for Online Shopping Websites

Objectives: The purpose of this research paper is aimed to determine the effect of subjective measures website quality and usability on its objective measures. A checklist of high level quality factors and sub factors, factors driving the customer to shop online is proposed and a new website quality and usability evaluation framework is developed to evaluate the quality and usability of online shopping websites from the user’s perspective. Methods: Structural equation modeling was applied to determine the subjective measures with the highest and lowest contributing factors for website quality and usability. A survey with 400 respondents was conducted to validate the proposed model. Findings: The Study has identified the important quality factors of the case study website Flipkart which makes it usable and successful. The results of the study can be used for designing websites with improved quality and usability. The study has significance impact on the economic and societal perspectives as the results will help the online shopping sites to improve their websites to improve the degree of user satisfaction and attract more customers to shop online.