Title: Usability of e-commerce as a digital platform: resilient food supply chains amid COVID-19

Authors: Mohammad Alawamleh; Lana Mohannad Al-Twait

Addresses: Business Administration Department, American University of Madaba, Madaba, Jordan ' Faculty of Business, American University of Madaba, Madaba, Jordan

Abstract: This research aims to evaluate the usability of e-commerce via digital platforms amid the COVID-19 pandemic and investigate the relationship between usability, customer behaviour, and resilience in food supply chains (FSCs) from the perspective of digital customers. A structured online survey tool was employed targeting customers who were visiting business to consumer (B2C) digital platforms. A series of analyses were performed based on the varimax rotation technique, as well as the principal component analysis (PCA) extraction approach. The empirical results indicate the following: 1) usability is a six-dimensional construct, comprising navigation, information architecture, value of content, satisfaction, aesthetics and consistency, and functionality; 2) customer behaviour is a two-dimensional construct, comprising decision-making and physical activity; 3) resilience is a three-dimensional construct, comprising agility, collaboration and risk management. The structural findings indicate that the above factors of usability positively and significantly affect customer behaviour and resilience in FSCs.

Keywords: usability of e-commerce; digital platforms; business to consumer; B2C; resilience; food supply chain; FSC; COVID-19.

DOI: 10.1504/IJSOM.2026.150891

International Journal of Services and Operations Management, 2026 Vol.53 No.1, pp.21 - 40

Received: 23 May 2023
Accepted: 03 Aug 2023
Published online: 05 Jan 2026 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article