Usability of e-commerce as a digital platform: resilient food supply chains amid COVID-19

This research aims to evaluate the usability of e-commerce via digital platforms amid the COVID-19 pandemic and investigate the relationship between usability, customer behaviour, and resilience in food supply chains (FSCs) from the perspective of digital customers. A structured online survey tool was employed targeting customers who were visiting business to consumer (B2C) digital platforms. A series of analyses were performed based on the varimax rotation technique, as well as the principal component analysis (PCA) extraction approach. The empirical results indicate the following: 1) usability is a six-dimensional construct, comprising navigation, information architecture, value of content, satisfaction, aesthetics and consistency, and functionality; 2) customer behaviour is a two-dimensional construct, comprising decision-making and physical activity; 3) resilience is a three-dimensional construct, comprising agility, collaboration and risk management. The structural findings indicate that the above factors of usability positively and significantly affect customer behaviour and resilience in FSCs.