User Satisfaction and Website Usability: Exploring the Linkages in B2C E-Commerce Context

In the dynamic and unstable E-commerce environment, online retailers must have more usable websites in order to satisfy their customers and thus increase their market share. This study has been undertaken in context of B2C E-commerce websites and its main purpose is to explore the linkages between different dimensions of website usability and their impact on user satisfaction. A questionnaire survey is used to collect data from select respondents (N=415) regarding B2C E-commerce websites and analysis is performed using structural equation modelling (SEM). Findings suggest that out of four dimensions, trust followed by extension quality is the two most important predictors of user satisfaction. The study has important implications for website designers, developers and researchers.