Short answer

Designers should focus on creating products that are not only functional but also intuitively usable, as these attributes are key to fostering trust and driving repeat purchases.

Field: Innovation & Markets
Source: Jurnal Manajemen (2020)
Method: Quantitative survey research using Partial Least Squares Structural Equation Modeling (PLS-SEM).
Sample: 236 usable responses from 250 participants.
Evidence: Strong effect

Designing products that are both easy to use and demonstrably useful significantly increases the likelihood of customers returning, with trust acting as a stronger mediating factor than satisfaction. This innovation & markets research insight is drawn from a 2020 study published in Jurnal Manajemen. Using Quantitative survey research using partial least squares structural equation modeling (pls-sem). with 236 usable responses from 250 participants., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers should focus on creating products that are not only functional but also intuitively usable, as these attributes are key to fostering trust and driving repeat purchases.

Study

Innovation & MarketsHigh ImpactStrong effect

Perceived Ease of Use and Usefulness Drive Repurchase Intent via Trust and Satisfaction

Designing products that are both easy to use and demonstrably useful significantly increases the likelihood of customers returning, with trust acting as a stronger mediating factor than satisfaction.

Jurnal Manajemen · 2020

Key Findings

01Perceived usefulness directly and positively affects repurchase intention.
02Perceived ease of use directly and positively affects repurchase intention.
03Perceived usefulness indirectly affects repurchase intention through customer satisfaction and trust.
04Perceived ease of use indirectly affects repurchase intention through customer satisfaction and trust.
05Trust is a stronger mediator than customer satisfaction in the relationship between perceived usefulness/ease of use and repurchase intention.

Application

Design takeaway

Designers should focus on creating products that are not only functional but also intuitively usable, as these attributes are key to fostering trust and driving repeat purchases.

How to apply

When developing new products or iterating on existing ones, conduct user testing to ensure both perceived usefulness and ease of use are optimized. Actively seek feedback to build trust and address any satisfaction gaps.

Project actions

01When designing a product, think about how easy it is for someone to learn and use it.
02Clearly show the benefits and value of your design to potential users.
03Consider how your design can build trust with the user over time.

Method & Evidence

AimTo investigate how perceived usefulness and perceived ease of use influence consumers' intention to repurchase, both directly and indirectly through trust and customer satisfaction.

MethodQuantitative survey research using Partial Least Squares Structural Equation Modeling (PLS-SEM).

ProcedureQuestionnaires were distributed to gather data on perceived usefulness, perceived ease of use, trust, customer satisfaction, and repurchase intention. The collected data were then analyzed using PLS-SEM to determine the relationships between these variables.

Sample236 usable responses from 250 participants.

ContextConsumer product markets, focusing on post-purchase behavior.

Variables

IV["Perceived Usefulness","Perceived Ease of Use"]

DV["Intent to Repurchase"]

CV["Trust","Customer Satisfaction"]

Strengths & Limitations

Strengths

+Uses a robust statistical method (PLS-SEM) for analyzing complex relationships.
+Includes a substantial sample size for quantitative analysis.

Limitations

Self-reported data can be subjective. The study's findings might vary depending on the specific product category or market.

Reliability & validity

The study's reliability could be assessed by replicating the survey with a similar sample. Validity could be strengthened by including objective measures of product use alongside self-reported data.

Think critically

How might cultural differences or varying levels of technological literacy affect the perceived usefulness and ease of use, and consequently, the repurchase intent?

Design Principles

"User experience design should prioritize both functional utility and ease of interaction to cultivate strong customer loyalty."

Understanding the drivers of repurchase intent is crucial for long-term business success and market stability. By focusing on usability and perceived value, designers can create products that foster customer loyalty and reduce churn.

What This Means for Your Design

Making a product easy to use and showing people it's useful makes them want to buy it again. Building trust is even more important than just making them happy.

How to use in your project

1.Use this research to justify focusing on usability and perceived value in your design process.
2.Refer to this study when explaining how your design choices aim to increase customer loyalty or repeat engagement.

Add to My Project

Quick Cite

Paragraph starter

This research indicates that perceived usefulness and ease of use are critical drivers of repurchase intention, mediated by trust and customer satisfaction. Specifically, trust emerged as a more potent mediator than satisfaction, highlighting the importance of designing for reliability and user confidence to foster long-term customer relationships and repeat business.

Source

Jurnal Manajemen

How Perceived Usefulness and Perceived Ease of Use Affecting Intent to Repurchase?

journal · 2020

View source

Questions About This Research

What does the research say about perceived ease of use and usefulness drive repurchase intent via trust and satisfaction?: Designers should focus on creating products that are not only functional but also intuitively usable, as these attributes are key to fostering trust and driving repeat purchases. Evidence: Jurnal Manajemen (2020).
Why does "Perceived Ease of Use and Usefulness Drive Repurchase Intent via Trust and Satisfaction" matter for design?: Understanding the drivers of repurchase intent is crucial for long-term business success and market stability. By focusing on usability and perceived value, designers can create products that foster customer loyalty and reduce churn.
How can designers apply this research?: Designers should focus on creating products that are not only functional but also intuitively usable, as these attributes are key to fostering trust and driving repeat purchases.
What were the main findings?: Perceived usefulness directly and positively affects repurchase intention.. Perceived ease of use directly and positively affects repurchase intention.. Perceived usefulness indirectly affects repurchase intention through customer satisfaction and trust.. Perceived ease of use indirectly affects repurchase intention through customer satisfaction and trust.
What research method was used?: Quantitative survey research using Partial Least Squares Structural Equation Modeling (PLS-SEM). with 236 usable responses from 250 participants..
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2020 journal from Jurnal Manajemen.
What should I do differently in my next project?: When developing new products or iterating on existing ones, conduct user testing to ensure both perceived usefulness and ease of use are optimized. Actively seek feedback to build trust and address any satisfaction gaps.
What are the limitations?: The study relies on self-reported data, which may be subject to bias. The specific product or service context was not detailed, potentially limiting generalizability.