1. Company LOGO 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

2. Agenda 1.Introduction 3. Conceptual Framework 4. Methodology and Results 5. Implications and Limitations 6. Conclusion 2. Literature Review

3. 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.

4. Introduction  Previous studies on web-site quality:  Focused on basic content management 1.Evaluation of quality of information 2.Relevance 3.Multi-media use  And on function 1.Evaluation of search engines 2.Waiting and response times 3.Interface design

5. Introduction Factors for web site quality and factors that affect customers’ perceptions are unclear. EEmpirical studies have been only exploratory in nature. CCurrent research focuses on the following: 1. Information quality 2. System quality 3. Service quality 4. Attractiveness

6. Introduction Goal of this research: “Identify those variables that capture e- commerce web site quality and to develop measures & empirically evaluate them.”

7. Literature Review  TAM (Technology Acceptance Model) Model for predicting system acceptance by users. Also, diagnoses design problems before implementation. Model bases user acceptance on: 1. Perceived usefulness 2. Perceived ease of use

8. 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

9. 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: 1. Systems quality 2. Information quality 3. Use 4. User satisfaction 5. Individual impact 6. Organizational impact

10. Literature Review  IS Model and SERVQUAL (service quality) - Incorporates IS model and SERVQUAL to include human interaction SERVQUAL Dimensions: 1. Reliability 2. Responsiveness 3. Assurance 4. Empathy 5. Tangibles

11. 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.

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

13. Conceptual Framework  System quality: measures the functionality of a web site, i.e. usability, availability and response time. Search facility Responsiveness Multi-media capability

14. 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

15. 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

16. Conceptual Framework  Attractiveness: consists of the issues of whether web pages are fun to read and subjectively pleasing. Playfulness

17. Methodology & Results T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.

18.  Requirements while visiting the website: 1. Go to the site and explore it first 2. View books 3. Select a specific book that is desired 4. Add the chosen book to their shopping cart 5. View the contents of their shopping cart

19. Methodology & Results  Results of the survey:

20. Methodology & Results  Significant findings of the survey (how websites should be designed): 1. Provide accurate information 2. Reduce loading and searching time 3. Make searching easier 4. Site should also be appealing in design

21. 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: 1. Good content 2. Good service

22. Implications & Limitations GGuidelines for web interface design: CCapability of hardware FFocus customers perceptions EEnhance trust from a technological perspective

23.  Guidelines for web interface design (cont): 1. Evaluate existing similar sites 2. Compare design alternatives 3. Use usability measures/metrics 4. Check for conformance

24. 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.

25. 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.

26. Thank You!