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B2C E-commerce Web Site Quality: an Empirical Examination (Cao, et al). Article overview presented by: Karen Bray Emilie Martin Trung (John) Nguyen Kenneth C. Brawley. Agenda. Introduction. 2. Literature Review. 3. Conceptual Framework. 4. Methodology and Results.

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b2c e commerce web site quality an empirical examination cao et al

B2C E-commerce Web Site Quality: an Empirical Examination (Cao, et al)

Article overview presented by:

Karen Bray

Emilie Martin

Trung (John) Nguyen

Kenneth C. Brawley

agenda
Agenda
  • Introduction

2. LiteratureReview

3. Conceptual Framework

4. Methodologyand Results

5. Implications and Limitations

6. Conclusion

introduction
Introduction

“What constitutes web site quality or what makes a website effective?”

  • This question must be answered before implementing an e-commerce portal.
  • Decision makers need guidelines for developing their e-commerce presence.
introduction1
Introduction
  • Previous studies on web-site quality:
    • Focused on basic content management
      • Evaluation of quality of information
      • Relevance
      • Multi-media use
    • And on function
      • Evaluation of search engines
      • Waiting and response times
      • Interface design
introduction2
Introduction

Factors for web site quality and factors that affect customers’ perceptions are unclear.

  • Empirical studies have been only exploratory in nature.
  • Current research focuses on the following:
    • Information quality
    • System quality
    • Service quality
    • Attractiveness
introduction3
Introduction

Goal of this research:

“Identify those variables that capture e-commerce web site quality and to develop measures & empirically evaluate them.”

literature review
Literature Review
  • TAM (Technology Acceptance Model)
    • Model for predicting system acceptance by users.
    • Also, diagnoses design problems before implementation.
    • Model bases user acceptance on:
      • Perceived usefulness
      • Perceived ease of use
literature review1
Literature Review
  • The TAM model is intended to provide an explanation for the factors which determine computer acceptance.
    • Capable of explaining user behavior across a wide range of end-user computer technologies.
  • TAM is applicable to the current study in that e-commerce web sites are a form of computer technology
literature review2
Literature Review
  • IS (information systems) Success Model
    • IS success model involves 6 dimensions, which only seem to include the systems aspect and not the human interaction aspect:
      • Systems quality
      • Information quality
      • Use
      • User satisfaction
      • Individual impact
      • Organizational impact
literature review3
Literature Review
  • IS Model and SERVQUAL (service quality)
    • Incorporates IS model and SERVQUAL to include human interaction
    • SERVQUAL Dimensions:
      • Reliability
      • Responsiveness
      • Assurance
      • Empathy
      • Tangibles
literature review4
Literature Review
  • The IS / SERVQUAL model measures the gap between what is expected and what is delivered.
  • In the e-commerce context, service quality is considered to cover assurance, reliability, & empathy, while systems quality addresses tangibles & responsiveness.
conceptual framework
Conceptual Framework

Author’s believe that system quality can be addressed via system quality, information quality, service quality and attractiveness:

conceptual framework1
Conceptual Framework
  • System quality: measures the functionality of a web site, i.e. usability, availability and response time.
    • Search facility
    • Responsiveness
    • Multi-media capability
conceptual framework2
Conceptual Framework
  • Information quality: captures the e-commerce content issues. Providing information is the basic goal of a web site. Content is represented by information accuracy and relevance.
    • Information Accuracy
    • Information Relevance
conceptual framework3
Conceptual Framework
  • Service quality: measures the overall support delivered by the web site. It includes trust and empathy, i.e. the web site should be secure and personalized.
    • Trust
    • Empathy
conceptual framework4
Conceptual Framework
  • Attractiveness: consists of the issues of whether web pages are fun to read and subjectively pleasing.
    • Playfulness
methodology results
Methodology & Results
  • The authors used the following experiment:
    • A survey was conducted to measure the four theorized components of website quality.
    • 71 students at ASU submitted 213 usable questionaires.
    • Each student was required to rate the website with a scale of 1 – 7.
methodology results1
Methodology & Results
  • Requirements while visiting the website:
    • Go to the site and explore it first
    • View books
    • Select a specific book that is desired
    • Add the chosen book to their shopping cart
    • View the contents of their shopping cart
methodology results2
Methodology & Results
  • Results of the survey:
methodology results3
Methodology & Results
  • Significant findings of the survey (how websites should be designed):
    • Provide accurate information
    • Reduce loading and searching time
    • Make searching easier
    • Site should also be appealing in design
implications limitations
Implications & Limitations
  • Web site quality can be a management tool because customer’s have positive and negative perceptions about websites.
  • In order to be effective, a website must have:
    • Good content
    • Good service
implications limitations1
Implications & Limitations
  • Guidelines for web interface design:
    • Capability of hardware
    • Focus customers perceptions
    • Enhance trust from a technological perspective
slide23
Guidelines for web interface design (cont):
    • Evaluate existing similar sites
    • Compare design alternatives
    • Use usability measures/metrics

4. Check for conformance

implications limitations2
Implications & Limitations
  • Limitations of the study:
    • The questionnaire is self-reported by respondents: the researcher’s intentions were obvious.
    • The sample may be biased as it includes students only from one university.
    • Finally, the sample book sites are few in number.
conclusion
Conclusion
  • This paper identifies a set of factors capturing the quality of an e-commerce web site.
  • A set of reliable instruments for web site quality has been developed and empirically validated.
  • These factors have significant practical meaning for e-commerce web designers and web managers.
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