An Analysis of Perceived Usability, Perceived Interactivity and Website Personality and their effects on Consumer Satisfaction

Abstract

This study focuses on the relationship between website design and satisfaction user. Specifically, this study examines the relationships between two design constructs: usability and interactivity and website personality as website features and satisfaction as consumer response. 621 participants were asked to visit the website of an Internet Service provider and to respond a questionnaire. Results indicate that interactivity and usability are significant predictors of satisfaction toward website. The results for the website personality dimensions are mixed. Enthusiasm and genuineness dimensions are positively related to satisfaction. While solidity and unpleasantness negatively impact satisfaction. Implications for research and practice are discussed. Keywords-