Business Commons^™

Consumer Web-Search Behaviour In The Irish Airline Industry, Bernie Lydon

Masters

Web usability is highlighted as a key factor likely to affect web search and subsequent buying behaviour. In fact it has been claimed ‘usability is a prerequisite for e-commerce success’ (Nielsen et al 2001). The main elements of usability may be categorised as primarily personal and stimulus factors. The main personal factors are constructs such as consumer attitudes towards searching, subjective norms, behavioural intentions to revisit web sites and likelihood of carrying out ecommerce purchases. The main stimulus factors are encapsulated in web design, which incorporates elements such as web content, web structure and web accessibility. These personal and stimulus …