Development and Initial Validation of the User Experience Awareness Scale (UXAS) for Mobile Commerce Applications: A Pilot Study of Shopee Users in Indonesia
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The rapid evolution of mobile commerce (m-commerce) platforms into sophisticated, attention-capturing ecosystems necessitates new psychometric tools to evaluate user interaction beyond traditional usability metrics. This study introduces the User Experience Awareness Scale (UXAS), a validated instrument designed to quantify user metacognition regarding algorithmic curation, persuasive design, and interface manipulation in m-commerce. Utilizing a pilot study of Shopee users in Indonesia, we developed and evaluated the UXAS through an Exploratory Factor Analysis (EFA). The findings reveal a robust five-factor structure: Algorithmic Awareness, UI/UX Flow Awareness, Emotional Metacognition, Autonomy and Control, and Persuasive Susceptibility. Crucially, the results expose a significant intention-behavior gap: while digitally literate users possess high structural awareness of platform mechanisms, this knowledge does not inherently protect them from the impulsive behavioral effects of persuasive design. The UXAS provides a foundational tool for researchers and policymakers to assess digital well-being and develop ethical, transparent design standards in the digital attention economy.
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