Leveraging Microsoft's mobile usability guidelines: Conceptualizing and developing scales for mobile application usability.

This research conceptualizes mobile application usability and develops and validates an instrument to measure the same. Mobile application usability has attracted widespread attention in the field of human–computer interaction because well-designed applications can enhance user experiences. To conceptualize mobile application usability, we analyzed Microsoft’s mobile usability guidelines and defined 10 constructs representing mobile application usability. Next, we conducted a pilot study followed by a quantitative assessment of the content validity of the scales. We then sequentially applied exploratory factor analysis and confirmatory factor analysis to two samples (n=404; n=501) consisting of German consumers using mobile social media applications on their smartphones. To evaluate the confirmatory factor model, we followed a step-by-step process assessing unidimensionality, discriminant validity and reliability. To assess the nomological validity of our instrument, we examined the impact of mobile application usability on two outcomes: continued intention to use and brand loyalty. The results confirmed that mobile application usability was a good predictor of both outcomes. The constructs and scales associated with mobile application usability validated in this paper can be used to guide future research in human–computer interaction and aid in the effective design of mobile applications.