The impact of ui/ux design on customers' trust and satisfaction of e-commerce website

Abstract

The purpose of this paper is to investigate the impact of customers’ trust and satisfaction of an E-commerce website. Moreover, the different roles of generation were explored in the proposed model. In-depth interviews (n = 15) and online survey were administered to Vietnamese customers (n = 260) who have used E-commerce websites. Covariance-based structural equation modelling analysis and SPSS and AMOS software were conducted in this study. The results showed that all factors of UI/UX design have positive influences on satisfaction and trust, and hence satisfaction and trust significantly affects e-loyalty. Also, the influence of utilitarian motivation to trust and hedonic motivation to satisfaction completely depends on generations. In terms of generation, speed and privacy don't necessarily affect Gen Z's level of satisfaction and trust. This study aims to analyse the factors of UI/UX design affecting Gen Y and Gen Z’ decision-making process. In addition, different generations reveal different concerns and behaviours.