Conceptualization and survey instrument development for mobile application usability

This study aims to conceptualize mobile application usability based on Google's mobile application development guidelines. A survey instrument is developed and validated to measure the concepts evolved from conceptualization. A three-step formal methodology has been used like domain development, survey instrument development, and evaluation of measurement properties. In the first step, the guideline on the material.io website prepared for mobile applications has been examined with line-by-line analysis for conceptualization. In the second step, a survey instrument has been developed according to the open codes derived in the first step and the literature. In the last step, explanatory and confirmatory evaluations of the survey tool have been made by collecting data from users for mobile shopping applications. A total of 12 constructs and their open codes that define mobile application usability were revealed with an iterative systematic approach. The survey instrument was tested with a face validity check, pilot test (n = 30), and content analysis (n = 41), respectively. Then, explanatory factor analysis ensures factor structure in the first sample with a total of 293 questionnaires. Confirmatory factor analysis verifies the scale characteristics with the second sample with a total of 340 questionnaires. For nomological validation, the effects of twelve usability constructs on brand loyalty, continued intention to use and satisfaction were also shown. The findings indicate that this study is significant for practitioners working in the field of mobile applications. The concepts and the survey instrument for mobile application usability may be used during mobile application development or improvement phases.