Purpose

The purpose of this paper is to determine which design and operational attributes of e-commerce websites consumers use to assess website quality. Cue utilization theory is used to examine the explanatory power, robustness and relevance of the WebQual model. Results indicate which WebQual dimensions are the most relevant and salient to website users. These dimensions are categorized by their perceived and confidence values. A second study is conducted about how website users evaluate and utilize the WebQual dimensions.

Design/methodology/approach

Survey methodology was utilized to provide insight into the nomological validity of the WebQual model by examining it through a cue utilization lens.

Findings

The first study categorizes the WebQual dimensions on their ability to provide a diagnostic measure of website quality, and consumer confidence in their ability to use these cues when judging the website's overall quality. The second study presents results of each dimension in relation to the quality evaluation of an actual e-commerce website. Additional analysis also revealed gender differences in cue utilization.

Originality/value

This study provided insight into WebQual-based research and identified original differences in cue utilization across genders. Results suggest that it may be beneficial for brand managers to focus on a subset of quality dimensions, rather than assume that consumers are comfortable using all website attributes to formulate quality judgments. These, results contribute to multiple literatures by providing a model that developers can utilize to focus on the deterministic characteristics of overall website quality. Further, the cue utilization perspective provides additional avenues for fruitful further research into consumer decision-making in the e-commerce context.

中文翻译：

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评估网站质量：消费者使用哪些决策标准来评估网站质量？

目的

本文的目的是确定消费者使用电子商务网站的哪些设计和运营属性来评估网站质量。提示利用理论用于检验 WebQual 模型的解释力、稳健性和相关性。结果表明哪些 WebQual 维度与网站用户最相关和最显着。这些维度按其感知值和置信度值进行分类。第二项研究是关于网站用户如何评估和利用 WebQual 维度。

设计/方法/方法

调查方法用于通过线索利用镜头检查 WebQual 模型的规则有效性，以深入了解它。

发现

第一项研究根据 WebQual 维度提供网站质量诊断措施的能力以及消费者在判断网站整体质量时对使用这些线索的能力的信心对 WebQual 维度进行分类。第二项研究展示了与实际电子商务网站质量评估相关的每个维度的结果。额外的分析还揭示了线索利用的性别差异。

原创性/价值

这项研究提供了对基于 WebQual 的研究的洞察，并确定了不同性别线索利用的原始差异。结果表明，品牌经理专注于质量维度的子集可能是有益的，而不是假设消费者习惯于使用所有网站属性来制定质量判断。这些结果通过提供一个模型，开发人员可以用来关注整体网站质量的确定性特征，从而为多个文献做出贡献。此外，线索利用视角为深入研究电子商务环境中的消费者决策提供了额外的途径。