Factors Influencing User Intentions on Interactive Websites: Insights From the Technology Acceptance Model

This study harnesses the Technology Acceptance Model (TAM) to unravel the influence of design elements on user interactions with interactive websites. Specifically, it examines the impact of interface simplicity, navigational usability, content readability, interactive feedback, personalized experience, and aesthetic pleasure on users’ perceived ease of use and perceived usefulness, ultimately affecting their intent to engage with such platforms. Employing a mixed method that integrates questionnaire surveys with Structural Equation Modeling (SEM) and semi-structured interviews, the research meticulously explores the dynamics between various aspects of web design and user engagement. The qualitative interviews provided deeper insights into user preferences, revealing that while interface simplicity and content readability are universally appreciated, navigational usability and personalized experience often evoke mixed reactions. Participants highlighted the importance of intuitive design and timely feedback, but also noted that excessive customization options could lead to frustration. The findings underscore the significance of these design elements in not only enhancing the user experience on interactive platforms but also in elevating user engagement and satisfaction levels. This study contributes valuable knowledge for web developers and designers aiming to optimize interactive websites, ensuring they are more aligned with user preferences and expectations.