Abstract
The purpose of this study is to develop the model including multiple causal relationship between factors to evaluate overall user satisfaction and develop an objective method to quantify the impacts and scores of each qualitative factors on overall user satisfaction using Structural Equation Model(SEM) and also test the feasibility to construct a comprehensive website evaluation model including qualitative and quantitative factors. The SEM model used 2 qualitative factors of usability and esthetic factors for the evaluation factors of user satisfaction and select 4 attributes of each factors using factor analysis. 3 shopping mall sites were evaluated to construct the SEM model, and 155 subjects participated the website evaluation using the walk-through and face-to-face survey method. Analysis results showed that the SEM model was statistically significant for all the 3 websites evaluated. Both the usability and esthetic factors showed significant effects to user satisfaction of websites and have positive correlation. The user satisfaction was more effected by the usability factor than esthetic factors, and the simplification and harmonization were the most critical attributes of the usability and esthetic factors.
