Date of Award

Spring 5-2016

Degree Type

Honors College Thesis


Marketing and Fashion Merchandising

First Advisor

Melinda McLelland

Advisor Department

Marketing and Fashion Merchandising


Smartphones have become a prevalent part of today’s society. Smartphone users have begun using their phones to make purchases on the mobile web. This study focused on usability characteristics of mobile websites of large retail companies. The aim of this study was to conduct quantitative analyses building upon previous usability research both in the e-commerce and m-commerce realm. A sample population was obtained from a convenience sample recruited from a social media and email campaign. Respondents were asked to visit an assigned website and find three products for a friend, family member, or significant other. The data were analyzed quantitatively according to the constructs and proposed characteristics of m-commerce usability. As a result, this study contributed to the fields of marketing and information systems by revealing that website identity and website emotion are related to usability. Further, it attempted to provide insight toward differences in the study results and past research on usability.