Data-Driven Usability Assessment Model for Smartphones: A Causal Analytic Approach

Abstract

Usability is an emerging subject for smartphone design and service, which results in the overall quality and achievement of a product and allows users to perform various tasks. In this context, this study aims to propose an integrated smartphone usability framework for higher service level and user experience with a causal analytic approach. Involving tested relationships with theoretical concerns a conceptual usability assessment model is proposed including design, customer focus, quality, innovation, usability, and user perception variables. The provided model is developed using the Bayesian neural networks based universal structure modeling (USM) method. The reliability and validity are empirically tested for the questionnaire data collected from 1068 smartphone users. The results and findings showed that design, customer focus, quality, and innovation explain usability, and user perception as an ultimate variable is interpreted by usability. Also, strategic, and valuable information for smartphone designers and marketing people to understand user perceptions for smartphone usability is provided.