To read the full version of this content please select one of the options below:

The relative importance of usability and functionality factors for online auction and shopping web sites

Fethi Calisir (Department of Industrial Engineering, Istanbul Technical University, Istanbul, Turkey)
A. Elvan Bayraktaroğlu (Department of Industrial Engineering, Istanbul Technical University, Istanbul, Turkey)
Cigdem Altin Gumussoy (Department of Industrial Engineering, Istanbul Technical University, Istanbul, Turkey)
Y. İlker Topcu (Department of Industrial Engineering, Istanbul Technical University, Istanbul, Turkey)
Tezcan Mutlu (Department of Industrial Engineering, Istanbul Technical University, Istanbul, Turkey)

Online Information Review

ISSN: 1468-4527

Article publication date: 22 June 2010

Abstract

Purpose

The purpose of this study is to determine the relative importance of the usability and functionality factors for online auction and shopping web sites from the perspective of young consumers.

Design/methodology/approach

The Analytical Network Process (ANP) was used to analyse the relative importance of the usability and functionality factors.

Findings

The findings show that customers of online auction and shopping web sites give higher priority to usability and usability factors than to functionality, with navigation and interaction being the factors of highest relative importance.

Practical implications

First, customers assign higher priority to usability factors. Thus, early in the design phase, designers should attach more importance to navigation‐ and interaction‐related aspects of their web sites. Second, designers of web sites should include basic and advanced search options to increase the number of the web site users.

Originality/value

The study is the first to examine the relative importance of the usability and functionality factors of online auction and shopping web sites. Furthermore, the study fills this gap by identifying the complex interrelationships between various features of usability and functionality, and their impact on each other, by examining two Turkish online‐auction and shopping web sites.

Keywords

Citation

Calisir, F., Elvan Bayraktaroğlu, A., Altin Gumussoy, C., İlker Topcu, Y. and Mutlu, T. (2010), "The relative importance of usability and functionality factors for online auction and shopping web sites", Online Information Review, Vol. 34 No. 3, pp. 420-439. https://doi.org/10.1108/14684521011037025

Publisher

:

Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited