The Role of Human–Computer Interaction in Shaping User Engagement with E-Commerce Applications

This research aimed to determine the influence of human–computer interaction usability on the behavioral intention and self-reported continued usage intentions of e-commerce applications. Moreover, it investigated the moderating role of trust in the relationship between behavioral intention and self-reported continued usage intentions of e-commerce applications. The data were gathered from 398 Bahraini individuals using a convenience sampling approach and analyzed using SmartPLS 4. The results highlighted that human–computer interaction usability sub-characteristics, including appropriateness, recognizability, user interface esthetics, learnability, and operability, are significantly associated with behavioral intention toward e-commerce applications within this sample. Furthermore, the results reported that trust strengthens the influence of behavioral intention on self-reported continued usage intentions toward e-commerce applications. The research provides context-specific exploratory insights from a segment of the Bahraini e-commerce sector. Due to the study’s non-probabilistic convenience sampling design, the cross-sectional nature of the data, and a sample predominantly composed of young, male, English-proficient respondents, the findings should be interpreted as exploratory rather than representative of the entire Bahraini population. In addition, the research findings helped e-commerce application developers and marketing experts within e-commerce companies develop efficient, operable, attractive, and learnable applications.