Heru Prastawa, Udisubakti Ciptomulyono, Moses L Singgih, Markus Hartono
ABSTRACT
The development of the internet facility currently has been used for the activities of trading (commerce) through e-commerce sites. The e-commerce site that serves an electronic transaction of sale and purchase from producers to consumers must have good usability value and ease of use. The development of the site is now considered not only focusing on the ease of use (cognitive) but also how to provide the emotional side (affective). It is very critical to provide both emotional and rational satisfaction. To testing the influence of cognitive and affective factors on the usability of e-commerce sites, the Structural Equation Modeling has been used. This study adopted the model of Oztekin and Han, which consists of three variables, namely usability, cognitive aspect and affective aspect. The results show that the cognitive aspect has a significant influence on the usability performance of the e-commerce site. However, the affective aspect has no significant effect on the usability performance. Moreover, the cognitive, and affective factors are interconnected significantly. The implications of this study are to provide useful insights for product designers to consider the cognitive aspects and also to help them identifying what needs to be considered in terms of continuous improvement or planning as well as product development.
Keywords: cognitive aspect, affective aspect, usability performance, e-commerce sites