The effect of website interface features on e-commerce: an empirical investigation using the use and gratification theory

Based on uses and gratifications theory, this study explores influences of informativeness, entertainment and irritation on website interface features and then attitude toward the website. This study tests a wide range of design elements to determine those that provide human elements and computer elements. These elements are linked through intermediaries using the uses and gratifications theory and attitude toward the website. This nomological model was tested with a structural equation modelling (SEM) approach. SEM results indicated that website interface features and the uses and gratifications theory explains well consumers' attitude toward the website. The possible implications, limitations and future work of this study are also discussed in the end.