The Influence Of User Experience (UX) On The Post-Purchase Outcome Of Generation Y Consumer Satisfaction Of South African E-Commerce Retail Organisations

User experience (UX) significantly positively affects customer satisfaction as a post-purchase behaviour, leading to positive word-of-mouth, increased customer loyalty and a competitive advantage. Despite this significance, a lack of contextual understanding of how specific UX dimensions affect post-purchase satisfaction limits the ability of e-commerce retailers to optimise digital consumer experiences effectively. This study addresses a critical gap by investigating how UX dimensions influence Generation Y consumer satisfaction within South African e-commerce retail organisations. This cohort is both digitally fluent and economically influential.
Using a quantitative research approach, data were collected from 405 Generation Y respondents through an online survey. Confirmatory factor analysis and structural equation modelling were employed to test the relationships between UX dimensions – usefulness, usability, desirability, findability, accessibility, and credibility – and Generation Y consumer satisfaction. The findings confirm high model reliability (Cronbach’s alpha > 0.70) with three UX dimensions significantly impacting satisfaction: usefulness (β = 0.19, p < 0.001), credibility (β = 0.14, p < 0.001), and desirability (β = 0.076, p = 0.006). Notably, usability, findability, and accessibility were non-significant, suggesting these may represent baseline expectations rather than satisfaction differentiators for this demographic. The study recommends that South African e-commerce retailers strategically prioritise resource allocation toward enhancing usefulness through relevant content, improving credibility through secure transactions and transparency, and strengthening desirability through visually appealing and engaging design that resonates with Generation Y preferences.[/et_pb_text][et_pb_button button_url="https://internationalbusinessconference.com/wp-content/uploads/2025/10/CP206_Williams-final-corrected.pdf" url_new_window="on" button_text="Download" _builder_version="4.27.4" custom_button="on" button_text_size="14px" button_text_color="#ffffff" button_bg_color="#242366" button_border_color="rgba(0,0,0,0)" button_border_radius="50px" button_letter_spacing="2px" button_font="|700||on|||||" button_icon="E||divi||400" custom_padding="15px|30px|15px|30px|true|true" hover_enabled="0" global_colors_info="{}" theme_builder_area="post_content" sticky_enabled="0"][/et_pb_button][/et_pb_column][/et_pb_row][/et_pb_section]