Evaluating the quality of website design aspects and its effect on functional perspectives using Smart-PLS in Web-based apparel shopping environment

Purpose: The necessity for e-commerce business to adopt customer-centric tactics in addition to retail strategies for the growth of e-commerce business is required. The primary objective of this study is to develop an effective measurement scale for assessing the quality of website design and its effect on functional benefits in web-based apparel shopping. Design/ Methodology: The comprehensive framework for evaluating the quality of website design was subsequently accompanied by the collection of data through a web-based survey. The structured questionnaire had a total of 500 consumers of e-commerce websites. Using structural equation modelling (SEM) within the Smart-PLS software to investigate the research's hypotheses.Findings: The data analysis findings suggest the influence of these website design elements on the performance of e-commerce companies. With the analysis of the Smart-PLS there is substantial positive impact of Website aesthetics (WA-EC), Website personalization (WP-EC), and Price Offerings (PO-EC) on Website design quality (WDQ-EC). Additionally, it is worth noting that the quality of website design has a positive effect on the functional benefits experienced by consumers. More studies can be conducted to explore the realm of mobile commerce and its associated factors pertaining to mobile design in future.Practical Implications: The results of this study provide valuable insights for web-based service managers seeking to enhance their understanding of the factors influencing website design quality and the relative importance of each dimension in delivering functional benefits especially in apparel sector. By leveraging these findings, managers can effectively enhance the website design quality of e-commerce websites, aligning it with current market developments, and ultimately contribute to the retention of consumer values.Originality/Value: An empirical model which shows the determinants of WDQ-EC. To the best of the authors’ knowledge, a WDQ-EC framework is modelled considering a specific combination of exogenous variables especially in apparel websites, which is not done by past researchers.