Analyzing E-Commerce Websites: A Quali-Quantitive Approach for the User Perceived Web Quality (UPWQ)

摘要

The electronic commerce (e-commerce) is an increasingly important phenomenon and this research deals with perceived quality from the users-customers point of view. The aim of this paper is to shed light on the critical factors determining the User Perceived Web Quality (UPWQ) for e-commerce. We use the Pareto Chart as qualitative methodology able to identify the UPWQ considering not only technical features (ease of use, design, smart phone and tablet responsivity, information), but also emotional features such as trust, empathy, free shipping and discount. The Pareto chart main has the advantage to classify the selected features by their relevance. We found that emotional features are more relevant than technical ones. Among the features we took into account, three alone (discount, free shipping and ease of use) determine about 70% of the user perceived web quality for e-commerce. Our results have significant practical implication for managers involved in online business in order to better allocate resources to the most critical factors.