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

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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)

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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



  • Introduction

2. LiteratureReview

3. Conceptual Framework

4. Methodologyand Results

5. Implications and Limitations

6. Conclusion



“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.



  • 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



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



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

B2c e commerce web site quality an empirical examination cao et al

  • 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.



  • 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.

B2c e commerce web site quality an empirical examination cao et al

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