Abstract: Web usability is an integral part of e-commerce. Users are less prone to the websites which are difficult to navigate and slow in response time. E-commerce business is growing aggressively on daily basis, but lack of user trust can impede this growth. Success of online business is largely dependent on getting user’s trust. There are different techniques and models to measure web usability and user trust level, but they are not covering all aspects of web usability. So we proposed a new enhanced SUPR-Q model with six (6) parameters, such as Usability, Effectiveness, Efficiency, Learnability, Satisfaction and Security. We performed an experiment with one hundred twenty (120) participants to measure the web usability and user’s trust on two famous e-commerce websites of Pakistan (daraz.pk & homeshopping.pk). We divided our participants into two equal groups, such as Random and Regular group on the basis of their previous shopping exposure. Our results shows that usability score of Regular group who did shopping most frequently were better than the Random group which was less exposed with shopping experience. Regular group was more satisfied from both websites with the score of 46.8% on daraz.pk and 44.8% on homshopping.pk as compared to Random group. Both groups showed higher usability score on daraz.pk which was 45.2% in case of Regular group and 40% in case of Random group due to the higher effectiveness and efficiency of web interface. The overall results showed that trust on e-commerce website plays vital role in user’s satisfaction and purchasing.

Rohail Shehzad, Zulqurnan Aslam, Nadeem Ahmad and Muhammad Waseem Iqbal, “Web Usability and User Trust on E-commerce Websites in Pakistan” International Journal of Advanced Computer Science and Applications(IJACSA), 8(12), 2017. http://dx.doi.org/10.14569/IJACSA.2017.081267

@article{Shehzad2017,
title = {Web Usability and User Trust on E-commerce Websites in Pakistan},
journal = {International Journal of Advanced Computer Science and Applications},
doi = {10.14569/IJACSA.2017.081267},
url = {http://dx.doi.org/10.14569/IJACSA.2017.081267},
year = {2017},
publisher = {The Science and Information Organization},
volume = {8},
number = {12},
author = {Rohail Shehzad and Zulqurnan Aslam and Nadeem Ahmad and Muhammad Waseem Iqbal}
}