The effect of cognitive and affective aspects on usability

Abstract

a industrial engineering, institut Teknologi sepuluh nopember, surabaya, indonesia; b industrial engineering, universitas Diponegoro, semarang, indonesia; c industrial engineering, university of surabaya, surabaya, indonesia ABSTRACT Studies on customer's needs, desires and preferences have become highly important in the product design and development process. One consideration in usability is the cognitive aspect, which is related to the accommodation and evaluation of human cognitive capabilities, limitations and tendencies. In addition to the cognitive aspect, a recent study has shown that the affective aspect has been considered in the evaluation of product usability. Thus, both cognitive and affective aspects are deemed to be important for product design and the development process. Inherently, both aspects deliver complete human and product interaction and experience. However, studies that consider the affective process as a complement to the cognitive process for usability are relatively rare. To address this gap, this study discusses how an integrative framework of the cognitive and affective aspects can be applied to a product for usability assessment via empirical studies on e-commerce and e-learning platforms. The sample involved 230 respondents, using purposive sampling. The result shows that both cognitive and affective aspects have a significant effect, although with different weights. The affective aspect has been shown to improve product usability and user's acceptance. Relevance to human factors/Relevance to ergonomics theoryThis study takes the form of both cognitive and affective ergonomics associated with usability. One consideration in usability evaluation is the cognitive aspect, which is related to the accommodation and evaluation of human cognitive capabilities, limitations, and tendencies. In addition to that, a recent study has shown that the affective aspect has been considered in the evaluation of product and service usability. It shows both cognition and affect as the main focus in human centered design have been taken into account for product and service interaction.This research offers significant contributions. First, the findings can be used to determine the proportion of cognitive and affective aspects in product and service design, particularly those are related to usability evaluation. Product and service designers can gather feedbacks ARTICLE HISTORY

Affective – Cognitive – Usability (ACU) Model Incorporating Eye Tracking Analysis for Redesigning the e-Commerce Website

“…Convenience sampling was used. Adopting the previous A-C-U framework [3], there were 3 hypotheses: H1: Cognition has positive impact on Affect at the e-commerce website transaction H2: Affect has positive impact on Usability at the e-commerce website transaction H3: Cognition has positive impact on Usability at the e-commerce website transaction…”

“…E-commerce website is a vital feature of online business information platforms, and it is full of complex customer mental process experience. Study by Prastawa et al [3] shows that cognition is still found to be the primary determinant of usability. Once it is replicated to other product experience or service settings, the results could be different.…”

“…First, it is to examine and analyze the relationship among the constructs of affect, cognition, and usability (ACU) for e-commerce website of consumer products incorporating eye tracking analysis. A modified model of ACU (i.e., modification from [3] and an empirical study on a very popular e-commerce website in Indonesia) are reported. The second is that to formulate the improvement strategies for e-commerce website services based on the findings of path model above.…”

Comparison of User Experience between Goal-directed and Experiential Users on Customer Satisfaction in Tourism Marketplace

“…Such indicators consist of pleasure in interacting with the site, pleasantness to look at, preferred features, and positive feelings for the site. The perceived usability factor is measured by four indicators, namely comfort when used, ease when used, easy orientation, and easy navigation (Prastawa et al 2019). Based on the researches by Al-Shamaileh (2013) and Hinderks et al (2019), classical aesthetics refers to traditional aesthetic ideas that emphasize orderly and clear design.…”

Comparison of e-commerce interfaces based on satisfaction and efficiency

“…The affective dimension plays a crucial role in the usability criterion, although satisfaction as an integral aspect of that criterion has received little attention. It has been proposed in the Information Systems (IS) area that the emotive elements of a design, such as colors, images, and shapes, in􀅫luence the overall perception of the Information System (Mazhar & Anwar, 2012;Prastawa, Ciptomulyono, Laksono-Singgih, & Hartono, 2019). Users like to use and return to well-structured websites where they can readily discover the information they need, according to (Martinez et al, 2021).…”