The effects of usability and web design attributes on user preference for e-commerce web sites

This study examines the relationships among perceived usability before actual use, task completion time, and preference, and the effects of design attributes on user preference for e-commerce web sites. Nine online bookstore web sites were used by ten participants. Results indicate: (1) pre-use usability and task completion time were correlated; (2) the relationship between pre-use usability and preference was greater than that of task completion time and preference; (3) design attribute assessments after actual use were highly intercorrelated; and (4) organizational structure and layout had a greater effect on user preference than aesthetic aspects, such as color and typography. These findings can be used to construct a conceptual framework for understanding user preferences and to develop design guidelines to yield more highly preferred e-commerce web sites. Also, the methodology in this study can be applied to other computerized-applications.