An Empirical Test of the Multiplicative Effect of Usability on Consumer Trust and Satisfaction

Web site usability works have been mainly descriptive and lack a marketing perspective. For this reason, we find necessary to focus the attention on this aspects and its effects on consumer trust and satisfaction. By mean of empirical analyses, such as structural equation models, partial least squares technique and t-tests methodologies it is confirmed the impact of usability on satisfaction and consumer trust, as well as the multiplicative outcomes that usability has on trust and satisfaction. Finally, several conclusions, managerial implications and future research lines are discussed.