Determining the importance of key criteria in web usability

This research aims to investigate the relative importance of five key criteria in assessing web usability. These criteria are navigation, download speed, personalization, ease of use, and accessibility. It is believed that these factors play a significant role in assessing web usability.

This study utilized a scenario‐based, multi‐criteria decision‐making approach. The method (policy capturing) utilizes multiple scenarios to determine the relative importance of the criteria of interest. Based on the responses to these scenarios (assessing web usability), linear regressions, and Tukey's honestly significant differences were utilized to determine the relative importance of the five web usability criteria.

The research indicated that, as expected, ease of use was the criteria that the respondents considered most important in assessing web usability. Interestingly, personalization and customization was consistently reported as the least important criteria. It was also found that males and females view these web usability criteria differently.

The findings from this study have practical implications for web site designers.

The results indicate that less effort/resources should be devoted to personalization and customization, and more in making sure that web sites are easy to use and have clear navigation capabilities.