Title: STEP model approach for linking website usability dimensions and website success measures in B2C e-commerce setting

Authors: Geetanjali Sahi; Sushila Madan

Addresses: Lal Bahadur Shastri Institute of Management, Plot 11/7, Sector 11, Dwarka, Delhi 110075, India ' Lady Shri Ram College, University of Delhi, Lajpat Nagar IV, Lajpat Nagar, New Delhi, Delhi 110024, India

Abstract: The study proposes STEP model of B2C e-commerce success by relating website usability dimensions and success measures. Questionnaire survey method is used to collect data from selected respondents (N = 415) with respect to seven dimensions identified after literature review. Findings indicate that usability dimensions have differential impact on success measures. For instance, the trust construct impacts all success measures, whereas propriety of content impacts only perceived usefulness. STEP model's fit statistics indicate a good model fit. Findings and implications of these are discussed.

Keywords: B2C; business-to-consumer; e-commerce; electronic commerce; system quality; trust; extension quality; propriety of content; perceived usefulness; user satisfaction; intention to purchase; STEP model; website usability; website success factors.

DOI: 10.1504/IJBIS.2015.071538

International Journal of Business Information Systems, 2015 Vol.20 No.2, pp.219 - 237

Received: 22 Mar 2014
Accepted: 12 Jul 2014
Published online: 31 Aug 2015 *

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