Article Review 2

Stephanie Glass
10/07/11
Article Review 2

Flavián, C., Guinalíu, M., Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & Management, 43 (8), pp 1-14.

Introduction
Researchers performed a study to determine the influence that perceived usability has on the user’s loyalty to websites that they visit. This study on website usability reflects my own interest in website design and usability.

Problem Statement
For this study there was a six part hypothesis based on the how perceived usability affected users. The positive influence of usability on trust, satisfaction and loyalty were assessed as part of a questionnaire.

Literature Review
The role played by perceived usability, satisfaction and consumer trust on website loyalty was influenced by prior studies. According to the conductors of the study, they were influenced by research on consumer’s perceptions of internet establishments. They were also affected by research on website attributes that influence the conduct of potential buyers. Based on these studies, Flavián, et al., believe that “perceived website usability” was an important part of a store’s image can influence shopping behavior (2006).

Method
The questionnaire, measuring variables using a 1-7 point Likert scale, was first pre-tested with a group of 30 users in order to ensure that the questions we understood correctly. The refined questionnaire was then made available to internet users. The valid data from 351 questionnaires was collected and analyzed. Users who completed the questionnaire were “very similar to the average Internet user”( Flavián et al., 2006).

Caveats:
There was one issue that was noted as a limitation for the study. The majority of the participants were Spanish speakers between the ages of 25 and 34, were highly educated, and had more than 5 years experience with computers. The conductors of the survey were uncertain of the reliability of results across nationalities. I would extend that statement to include representations of different generations (i.e. ages 18-65). I also feel that accurate usability tests should display results for all users, not just for those who are highly educated and experienced with the internet.