Website usability and purchase intention among generation z users in fashion e-commerce: the mediating role of user satisfaction
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Abstract
This study examines the relationship between website usability and purchase intention within the population of Generation Z consumers engaged with fashion e-commerce platforms, with user satisfaction as a mediating variable. A quantitative approach was employed using a survey of 198 Generation Z users with experience in fashion e-commerce. Website usability was measured using the WEBUSE framework, and data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). Findings demonstrate that navigation and links, as well as user interface design, have significant positive effects on both user satisfaction and purchase intention. In contrast, content, organization and readability, and performance and effectiveness do not have significant effects. Furthermore, user satisfaction does not significantly influence purchase intention, indicating that Generation Z users may place greater emphasis on specific usability features than overall satisfaction in making purchase decisions. Mediation analysis reveals that user satisfaction has a limited mediating role. These findings highlight the importance of optimizing navigation and interface design to enhance user experience and increase purchase intention. This study contributes to the literature by showing that purchase intention among Generation Z is more strongly influenced by specific usability dimensions than overall satisfaction
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Safitri, A. (2026) “Website usability and purchase intention among generation z users in fashion e-commerce: the mediating role of user satisfaction”, Jurnal Mantik, 10(1), pp. 209-222. doi: 10.35335/mantik.v10i1.7159.
References
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Lopes, J. M., Silva, L. F., & Massano-Cardoso, I. (2024). AI Meets the Shopper: Psychosocial Factors in Ease of Use and Their Effect on E-Commerce Purchase Intention. Behavioral Sciences 2024, Vol. 14, Page 616, 14(7), 616. https://doi.org/10.3390/BS14070616
Nielsen, J. (2012, January 3). Usability 101: Introduction to Usability. NN Group. https://www.nngroup.com/articles/usability-101-introduction-to-usability/
Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers’ expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374–381. https://doi.org/10.1016/J.CHB.2017.01.058
Ruiz-Viñals, C., Pretel-Jiménez, M., Del Olmo Arriaga, J. L., & Miró Pérez, A. (2024). The Influence of Artificial Intelligence on Generation Z’s Online Fashion Purchase Intention. Journal of Theoretical and Applied Electronic Commerce Research, 2024, 19(4), 19(4), 2813–2827. https://doi.org/10.3390/JTAER19040136
Schiffman, & Wisenbli. (2014). Consumer Behavior. In Google Books. https://books.google.co.th/books/about/Consumer_Behavior.html?id=lEXSAgAAQBAJ&redir_esc=y
Shi, M., & Yuan, H. (2019). Impact of E-Commerce Website Usability on User Satisfaction. Journal of Advanced Computational Intelligence and Intelligent Informatics, 23(1), 91–96. https://doi.org/10.20965/JACIII.2019.P0091
Sodik, Aji, A. M. B., Lubis, B. O., & Susanti, M. (2023). Evaluasi Usability Website Lppi Dengan Pendekatan Metode Website Usability Evaluation Tool (Webuse). Journal of Information System, Applied, Management, Accounting and Research, 7(2), 269–279. https://doi.org/10.52362/jisamar.v7i2.1044
Vasi?, N., Kilibarda, M., & Kaurin, T. (2019). The Influence of Online Shopping Determinants on Customer Satisfaction in the Serbian Market. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 70–89. https://doi.org/10.4067/S0718-18762019000200107
Xie, G. (2026). The impact of generative AI shopping assistants on E-commerce consumer motivation and behavior: Consumer-AI interaction design. International Journal of Information Management, 86, 102983. https://doi.org/10.1016/J.IJINFOMGT.2025.102983
Andiputra, K., & Tanamal, R. (2020). ANALISIS USABILITY MENGGUNAKAN METODE WEBUSE PADA WEBSITE KITABISA.COM [ANALYSIS OF USABILITY USING WEBUSE METHOD ON WEBSITE KITABISA.COM]. Business Management Journal, 16(1). https://doi.org/10.30813/bmj
Arachchi, H. A. D. M., & Samarasinghe, G. D. (2025). Perceived attributes of artificial intelligence (AI) toward consumers’ AI attitudes and purchase intention in an AI powered retail shopping space. European Journal of Management Studies, 30(3–4), 243–267. https://doi.org/10.1108/EJMS-05-2024-0047
Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly: Management Information Systems, 25(3), 351–370. https://doi.org/10.2307/3250921
Bleier, A., Harmeling, C. M., & Palmatier, R. W. (2019). Creating effective online customer experiences. Journal of Marketing, 83(2), 98–119. https://doi.org/10.1177/0022242918809930;SUBPAGE:STRING:ABSTRACT;WEBSITE:WEBSITE:SAGE;WGROUP:STRING:PUBLICATION
Chiew, T. K., & Salim, S. S. (2003, July). Webuse: Website Usability Evaluation Tool. Malaysian Journal of Computer Science. https://www.researchgate.net/publication/228981619_Webuse_Website_Usability_Evaluation_Tool
DeLone, W. H., & McLean, E. R. (2003). The DeLone and McLean Model of Information Systems Success: A Ten-Year Update. Journal of Management Information Systems, 19(4), 9–30. https://doi.org/10.1080/07421222.2003.11045748
Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345. https://doi.org/10.1016/J.JRETCONSER.2020.102345
Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100, 547–560. https://doi.org/10.1016/J.JBUSRES.2018.10.050
Ghosh, M. (2024). Meta-analytic review of online purchase intention: conceptualising the study variables. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2023.2296686
Guo, J., Zhang, W., & Xia, T. (2023). Impact of Shopping Website Design on Customer Satisfaction and Loyalty?: The Mediating Role of Usability and the Moderating Role of Trust.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM). International Journal of Research & Method in Education, 38(2), 220–221. https://www.researchgate.net/publication/354331182_A_Primer_on_Partial_Least_Squares_Structural_Equation_Modeling_PLS-SEM
Haq, I. U., Mazhar, B., Maqsood, F., Pokharel, M., Tareen, H. K., & Hassan, M. M. ul. (2026). Understanding Algorithmic Personalization in Instagram Ads: The Role of Perceived Creativity, Authenticity & Need for Cognition in Shaping Generation Z’s Purchase Intentions. Telematics and Informatics Reports, 21, 100287. https://doi.org/10.1016/J.TELER.2025.100287
Hasan, T. I., Silalahi, C. I., Rumagit, R. Y., & Pratama, G. D. (2024). UI/UX Design Impact on E-Commerce Attracting Users. Procedia Computer Science, 245, 1075–1082. https://doi.org/10.1016/J.PROCS.2024.10.336
Hu, S., Liu, J., Li, H., Yin, J., & Liu, X. (2025). Exploring the Mechanism of AI-Powered Personalized Product Recommendation on Generation Z Users’ Spontaneous Buying Intention on Short-Form Video Platforms: A Perceived Evaluation Perspective. Journal of Theoretical and Applied Electronic Commerce Research 2025, Vol. 20, Page 290, 20(4), 290. https://doi.org/10.3390/JTAER20040290
Jauhari, M. T., Kusumawati, A., & Nuralam, I. P. (2019). THE IMPACT OF WEBSITE QUALITY ON CONSUMER SATISFACTION AND PURCHASE INTENTION (Study Case of E-Commerce Lazada Indonesia in Malang City). Jurnal Administrasi Bisnis, 67(1), 54–61. https://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/2788
Kotler, P., & Keller, K. L. (2016). Marketing Management. Soldering & Surface Mount Technology, 153.
Lopes, J. M., Silva, L. F., & Massano-Cardoso, I. (2024). AI Meets the Shopper: Psychosocial Factors in Ease of Use and Their Effect on E-Commerce Purchase Intention. Behavioral Sciences 2024, Vol. 14, Page 616, 14(7), 616. https://doi.org/10.3390/BS14070616
Nielsen, J. (2012, January 3). Usability 101: Introduction to Usability. NN Group. https://www.nngroup.com/articles/usability-101-introduction-to-usability/
Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers’ expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374–381. https://doi.org/10.1016/J.CHB.2017.01.058
Ruiz-Viñals, C., Pretel-Jiménez, M., Del Olmo Arriaga, J. L., & Miró Pérez, A. (2024). The Influence of Artificial Intelligence on Generation Z’s Online Fashion Purchase Intention. Journal of Theoretical and Applied Electronic Commerce Research, 2024, 19(4), 19(4), 2813–2827. https://doi.org/10.3390/JTAER19040136
Schiffman, & Wisenbli. (2014). Consumer Behavior. In Google Books. https://books.google.co.th/books/about/Consumer_Behavior.html?id=lEXSAgAAQBAJ&redir_esc=y
Shi, M., & Yuan, H. (2019). Impact of E-Commerce Website Usability on User Satisfaction. Journal of Advanced Computational Intelligence and Intelligent Informatics, 23(1), 91–96. https://doi.org/10.20965/JACIII.2019.P0091
Sodik, Aji, A. M. B., Lubis, B. O., & Susanti, M. (2023). Evaluasi Usability Website Lppi Dengan Pendekatan Metode Website Usability Evaluation Tool (Webuse). Journal of Information System, Applied, Management, Accounting and Research, 7(2), 269–279. https://doi.org/10.52362/jisamar.v7i2.1044
Vasi?, N., Kilibarda, M., & Kaurin, T. (2019). The Influence of Online Shopping Determinants on Customer Satisfaction in the Serbian Market. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 70–89. https://doi.org/10.4067/S0718-18762019000200107
Xie, G. (2026). The impact of generative AI shopping assistants on E-commerce consumer motivation and behavior: Consumer-AI interaction design. International Journal of Information Management, 86, 102983. https://doi.org/10.1016/J.IJINFOMGT.2025.102983
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