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An empirical study stepping towards ethnographic research for e-commerce websites: A perspective of user-centred design

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  • Thabang Excellent Mofokeng

Abstract

User-centred design denotes human-centred design processes for interactive systems that intend to meet consumers’ demand for web interface design and usability in human–computer interactions. Perceptions of user interface quality, security, trust, and loyalty were examined in this study. Cross-sectional data were collected from a convenience sample of online consumers in South Africa. A total of 200 self-administered questionnaires were distributed, yielding a 75.5% response rate. Data were analyzed using the multivariate technique. The findings indicate that user interface quality affects perceived security and trust. Perceived security influences trust and customer loyalty, while concern about a perceived low level of security moderates the significant effect of trust on customer loyalty. This implies that reducing perceptions of low security and increasing user interface quality instil trust and develop customer loyalty towards the website. Reducing perceptions of low security contributes in the relationship between trust and customer loyalty in online shopping.

Suggested Citation

  • Thabang Excellent Mofokeng, 2022. "An empirical study stepping towards ethnographic research for e-commerce websites: A perspective of user-centred design," African Journal of Science, Technology, Innovation and Development, Taylor & Francis Journals, vol. 14(5), pages 1337-1355, July.
    • Handle: RePEc:taf:rajsxx:v:14:y:2022:i:5:p:1337-1355
    DOI: 10.1080/20421338.2021.1958987
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