Date of Award
Spring 5-2016
Degree Type
Honors College Thesis
Department
Marketing and Fashion Merchandising
First Advisor
Melinda McLelland
Advisor Department
Marketing and Fashion Merchandising
Abstract
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.
Copyright
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Recommended Citation
Hamil, J Matt, "Modeling Mobile Website Usability" (2016). Honors Theses. 407.
https://aquila.usm.edu/honors_theses/407