Perceived usefulness refers to the dynamic nature of the engagement that occurs between a supplier and its customers through the Web site (i.e., contact interactivity). Even if several studies have highlighted the importance of interactivity and perceived usefulness to customer loyalty (Deighton, 1996; Watson, Akselsen & Pitt, 1998), lack of interactivity is still a problem for a lot of Web sites (they are often hard to navigate, provide insufficient information, etc.). Perceived usefulness is often seen as the availability and effectiveness of customer support tools on a Web site, and the degree to which communication with customers is facilitated. It enables a search process that can quickly locate a desired product or service, thereby replacing dependence on detailed customer memory, but, also dramatically increases the amount of information that can be presented to a customer (Deighton, 1996; Watson, Akselsen & Pitt, 1998).
This positive switching cost refers to the extent to which a customer feels that the Web site is simple, intuitive and user friendly. Accessibility of information and simplicity of the transaction processes are important antecedents to the successful completion of transactions. The quality of the Web site and the customer feeling of perceived ease of use are particularly important, since they represent the central or even the only interface with the marketplace (Palmer & Griffith, 1998). According to Schaffer (2000), 30% of the consumers who leave a Web site without purchasing anything act so because they are unable to find their pathway through the Web site. Sinioukov (1999) suggested that enabling customers to search for information easily and making the information readily accessible and visible is the key to creating a successful e-business. Cameron (1999) pointed out that a number of factors render a Web site inconvenient from a user’s perspective. In some cases, information may not be accessible because is not in a logical place, or is buried too deeply within the Web site. In other cases, information may not be presented in a meaningful format; finally, needed or desired information may be completely absent.
As mentioned earlier, Web sites’ design elements influence perceptions of Web site complexity, and perceived complexity, in turn, has a direct influence on communication efficiency and effectiveness and, thus, on purchase intentions. Moreover, it has been shown that perceived complexity in a Web site is related to communication effectiveness (O’Guinn et al., 2000; Zinkhan & Blair, 1984) and that usually customers respond more favorably toward Web sites of moderate complexity (Berlyne’s theory, for example, predicted an inverse, curvilinear relationship between medium complexity and communication effectiveness). Creative Web site interface design can help a supplier build a positive reputation and characterization for itself in the mind of customers. The perceived simplicity of Web site interface design and its positive impact as a switching cost on loyalty and retention has to be evaluated through the overall image the online firm projects to the customers through the use of inputs such as text, style, graphics, colors, logos, slogans or themes on Web site. Web site design, even with its simplicity, plays a key role: Web sites can be rather impersonal and boring to deal with in the absence of the person-to-person interaction that pervades conventional brick-and-mortar marketplaces (beyond general presentation and image, Web sites can use unique characters or personalities to enhance site recognition and recall (Henderson & Cote, 1998): such coded stimuli can positively impact customer attitudes).
This switching cost deals with the ability of an online firm to develop a quick and strong customer service through the Web site and to tailor products, services and the transactional and shopping environment to individual customers. A survey by NetSmart Research indicated that 83% of Web surfers are frustrated or confused when navigating sites (Lidsky, 1999). By personalizing its site and bettering the customer service, an online firm can reduce this frustration. A strong customer service through the use of collaborative masks, filtering tools, cookies, log files, simplified pathway, are key factors (they can signal high quality and lead to a better real match between customer and product. Finally, individuals are able to complete their transactions more efficiently when the customer service is well built. The advantages of a good customer service make it appealing for customers to visit the Web site again in the future, instead of switching to another site.
Schaffer (2000) argued that a convenient Web site provides a short response time, facilitates fast completion of a transaction, and minimizes customer effort. Because of the nature of the medium itself, online customers have come to expect fast and efficient processing of their transactions. If customers are stymied and frustrated in their efforts to seek information or consummate transactions, they are less likely to come back (Cameron, 1999). A Web site that is logical and convenient to use will also minimize the likelihood that customers make mistakes and will make their shopping experience more satisfying. A perceived general positive feeling with the Web site make appealing the online shopping experience, thus inducing the customer to return.
In the following section we will present the results of our empirical study.