Web site usability, design, and performance metrics

Web sites provide the key interface for consumer use of the Internet. This research reports on a series of three studies that develop and validate Web site usability, design and performance metrics, including download delay, navigability, site content, interactivity, and responsiveness. The performance metric that was developed includes the subconstructs user satisfaction, the likelihood of return, and the frequency of use. Data was collected in 1997, 1999, and 2000 from corporate Web sites via three methods, namely, a jury, third-party ratings, and a software agent. Significant associations between Web site design elements and Web site performance indicate that the constructs demonstrate good nomological validity. Together, the three studies provide a set of measures with acceptable validity and reliability. The findings also suggest lack of significant common methods biases across the jury-collected data, third-party data, and agent-collected data. Results suggest that Web site success is a first-order construct. Moreover, Web site success is significantly associated with Web site download delay (speed of access and display rate within the Web site), navigation (organization, arrangement, layout, and sequencing), content (amount and variety of product information), interactivity (customization and interactivity), and responsiveness (feedback options and FAQs).