ANALYSIS OF USABILITY, PERCEIVED USEFULNESS, AND RISK IN NAVIGATING A HOTEL WEBSITE (#1906)

Authors

Chacón Mora, Nicole

Martínez Mora, Marco

Víquez Paniagua, Ana Gabriela

Abstract

This study explored the relationship between risk perception, perceived usefulness, and ease of use in the context of hotel website usage, with the aim of understanding how these factors influence the acceptance of electronic commerce. A quantitative methodology was employed through the application of a structured questionnaire designed to assess different dimensions of perceived risk, perceived usefulness, and ease of use, as well as their relationship with users’ decision-making. Additionally, a descriptive eye-tracking analysis was conducted to explore patterns of visual attention during interaction with the interface and to understand how certain visual elements may influence the user experience. The questionnaire results show that perceived usefulness has a significant effect on the acceptance of electronic commerce, whereas variables associated with perceived risk and ease of use do not show a statistically significant relationship in the multivariate analysis. Meanwhile, the visual attention analysis suggests that users prioritize visual and informational elements of the interface, providing a complementary understanding of the digital experience without replacing the results obtained from the statistical analysis. These findings indicate that the acceptance of electronic commerce in the hotel context is primarily determined by perceived usefulness, while visual design plays a supporting role in communicating the functional value of the platform.