The role of website usability and branded app usability in shaping online purchase intention of Moroccan fashion brands

This thesis investigates the impact of website and branded app usability on online purchasing behavior within Morocco's fashion e-commerce industry. In particular, it examines how key usability characteristics—including navigation, user interface design, content organization, performance, personalization, response time, fun, omnipresence, and user-friendliness—affect consumer purchasing decisions in the context of online fashion shopping. The research utilizes a quantitative approach, collecting data from a sample of Moroccan fashion consumers through a structured online questionnaire. The study's findings reveal that usability factors play a significant role in shaping consumers' online purchase intentions. Among the various usability characteristics, navigation, user interface design, and personalization were identified as the most influential factors, suggesting that a seamless user experience, intuitive design, and tailored content are critical for driving consumer engagement and purchase decisions. In contrast, content organization was found to have a comparatively smaller impact on consumers' purchasing intentions. Based on these findings, the thesis proposes that e-commerce companies operating in Morocco should prioritize usability improvements as part of their digital marketing strategies. By focusing on enhancing website and app usability, businesses can foster greater customer satisfaction, boost user engagement, and ultimately drive higher sales. However, the study also acknowledges certain limitations, including the reliance on self-reported data from respondents and the narrow focus on the Moroccan market. Given the rapid evolution of digital technologies and shifting cultural dynamics, the thesis suggests that future research should investigate how these factors influence consumer behavior across different regions and markets. Additionally, exploring the role of emerging technologies and design trends in shaping digital consumer preferences could provide further insights into the evolving landscape of online shopping. Keywords: Website Usability, Brand App Usability, Online Purchase Intention, Moroccan E-commerce.