UX 디자인에서 사용성 원칙과 소셜커머스 웹사이트의 접근도·만족도와의 관련성 연구

Abstract

This study is aimed at identifying the relevance between the usability principles of UX design and accessibility and satisfaction in social commerce websites. To accomplish the objective, the principles of websites that followed the usability principles were established as the following: visual clarity; visual accessibility; behavior affordance; system responsiveness; ease of use. The relevance among the factors were examined empirically. Data was collected through a 'survey' with ‘5-point Likert scale.’ The sample was the following: those in their 20s to 40s who had made a purchase through a social commerce website and were residing in Seoul and other metropolitan regions. The data was collected for 32 days from July 25 to August 25 in 2014. A total of 323 copies of the questionnaire were collected. After excluding 18 with insufficient content, 305 copies were used for final analysis. For empirical analysis, the following statistical methods were conducted: factor analysis; reliability analysis; correlation analysis; multiple regression analysis. As a statistical analysis tool, SPSS Win. 11.5 was used. The findings are as follows. First, the five factors established as usability principles had a significant impact on the website accessibility and satisfaction. Thus, greater impact of the factors will lead to higher website accessibility and satisfaction. Second, among the factors, the one with the greatest impact on website accessibility of visitors was 'ease of use.' Meanwhile, ‘visual clarity’ had the greatest impact on the website satisfaction. Thus, 'ease of use' should be considered first to boost the accessibility of visitors. To boost the website satisfaction, ‘visual clarity’ should be considered first. Third, in terms of relevance between website accessibility and satisfaction, higher accessibility will lead to higher satisfaction of the visitors. The findings will be useful for designers working on social commerce web design. Also, the data will be useful for social commerce companies during brand strategy planning. However, the usability principles may not be generalized for all of them, due to limited areas and size of sample.