WebQual: An Instrument for Consumer Evaluation of Web Sites

Abstract

Despite the critical need to know how consumers' perceptions of Web sites influence their behavior, and especially their intention to revisit or purchase, there is no extant general measure for evaluating Web sites and no consensus on what such an instrument should measure. The authors used the Theory of Reasoned Action and the Technology Acceptance Model to develop the WebQual instrument for consumer evaluation of Web sites. They refined it through a literature review and interviews with Web designers and users, and tested it using four samples of Web consumers. WebQual includes 12 dimensions (informational fit-to-task, tailored information, trust, response time, ease of understanding, intuitive operations, visual appeal, innovativeness, emotional appeal, consistent image, on-line completeness, relative advantage) and shows strong measurement validity. It is a highly validated instrument that can provide both wide- and fine-grained measurements of organizational Web sites.

Full text

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THEORIGINAL CONSTRUCTS4HISRESULTEDINANINITIALINSTRUMENTOFITEMS
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PASSOFDATAANALYSISANDPURIlCATIONWASINTENDEDTOIMPROVEMEASUREMENT
VALIDITYBYIDENTIFYINGANDREMOVINGTHEWORSTPERFORMINGITEMS&IRSTITEMS
THATREDUCEDTHE RELIABILITY #RONBACHS ALPHA OF ANY OF THE CONSTRUCTS
WEREDELETEDANDTHEPROCESSCONTINUEDUNTILNOITEMSREMOVALIMPROVEDA
CONSTRUCTSOVERALLALPHA4HEENDRESULTWASTHEREMOVALOFITEMS3ECOND
ITEMSFOUNDTOPOSSESSLOWCORRELATIONSWITHSIMILARTRAITSIELESSTHAN
WEREREMOVED FROMTHEINSTRUMENT 4HISFOLLOWEDTHEMODIlED MULTITRAIT
MULTIMETHODPROCESSOF ITEMDELETIONASDESCRIBED BY 'OODHUE;=!
TOTALOFITEMSWEREDELETEDDURINGTHISPHASE4HElNALSTEPCONSISTEDOF
REMOVINGITEMSTHATAPPEAREDTOHAVESERIOUSDISCRIMINANTVALIDITYPROBLEMS
)TEMSWEREREMOVEDIFTHEYCORRELATEDMUCHMOREHIGHLYWITHITEMSMEASUR
 3ITE 3ITE 3ITE
0RODUCTS
 #$S -USIC0OINT %MUSIC #$.OW
 "OOKS !MAZON 2EADERS.$%8 7ATERSTONES
3ERVICES
 !IRLINERESERVATIONS !IRLINES 0ERIODCOM 3TRANGEWAYS
 (OTELRESERVATIONS &IRSTOPTION (OTELS4RAVELON.ET 0LACESTOSTAY
4ABLE7EB3ITESFOR$ATA#OLLECTION

).4%2.!4)/.!,*/52.!,/&%,%#42/.)##/--%2#%
INGDIFFERENTCONSTRUCTSTHANWITHITEMSINTHEIRINTENDEDCONSTRUCT;=
5NDERTHESECRITERIAEIGHTITEMSWEREDELETED
&OLLOWING3TRAUBNOEFFORTWASMADETOREMOVEALLVIOLATIONSOF#AMPBELLS
DISCRIMINANTVALIDITYRULESINCESPURIOUSCORRELATIONSCANOCCURBYCHANCEIN
SUCHALARGECORRELATIONMATRIX;=&URTHERASPLANNEDMOREPRECISEMEANS
OFDETECTING DISCRIMINANT VALIDITY PROBLEMS WOULD BE EMPLOYEDIN FUTURE
ROUNDS)NPARTICULARANEFFORTWASMADETONOTEPOSSIBLEDISCRIMINANTVALID
ITYPROBLEMSBETWEEN INFORMATION QUALITYANDFUNCTIONALlTTOTASK'IVEN
THESTRONGCONCEPTUALARGUMENTSFORTHEDISTINCTNESSOFTHESECONSTRUCTSTHEY
WERENOTCOLLAPSEDATTHISTIMEANDTHESECONDROUNDWOULDSHOWWHETHER
THEPROBLEMSCONTINUED
!FTERITEMSWEREDELETEDEACHCONSTRUCT WASREVIEWEDTO ENSURETHATAT
LEASTlVE ITEMSPERCONSTRUCTREMAINED)FMEASUREMENTVALIDITYPROBLEMS
WEREDISCOVEREDINFUTUREFOUNDSTHISWOULDMAKEITPOSSIBLETODROPUPTO
TWOITEMSFOREACHCONSTRUCTANDSTILLHAVEATLEASTTHREEITEMSPERCONSTRUCT
&ORCONSTRUCTSTHATWEREUNDERREPRESENTEDADDITIONALITEMSCLOSELYRELATEDTO
THEREMAININGITEMSWEREGENERATEDBYTHERESEARCHERSKEEPINGINMINDTHE
CONCEPTUALDElNITIONSOFTHECONSTRUCTSANDTHELANGUAGEUSEDBYCONSUMERS
INTHEEXPLORATORYSTUDIES 4WENTYSEVENITEMSWEREADDEDRESULTINGINAN
ITEMINSTRUMENT
2OUND
)NROUNDDATAWERECOLLECTEDFROMUNDERGRADUATESTUDENTSSEE4ABLE
!TWOSTEPPROCESSWASEMPLOYEDTOSELECTTHEQUESTIONSTOBEINCLUDEDINTHE
NEXTVERSIONANDMAKEANINITIALTESTOFTHEIRVALIDITY
3ELECTIONOF"EST1UESTIONSFOR%ACH$IMENSION3INCEACONSTRUCTSHOULD
HAVEATLEASTTHREEITEMSANDLENGTHYQUESTIONNAIRESTYPICALLYHAVEALOWER
RESPONSERATEITWASDECIDEDTOINCLUDEONLYTHETOPTHREEITEMSLOADINGON
EACHCONSTRUCTINTHElNALQUESTIONNAIRE;=!N %&! OFALLITEMSWAS
  7EB1UAL
 7EB1UAL ROUND 7EB1UAL
 ROUND SUMMER ROUND 2ECOMMENDED
 SPRING FALL  CUTOFF
#HISQUARE    .OTAPPLICABLEIN
PVALUE    LARGEMODELSLARGE
DF DF DF DF SAMPLESIZES
2-3%!    n
32-2    n
2.)    ≥
..&)    ≥
4ABLE/VERALL&ITOF&ULL7EB1UAL-ODEL
.OTESDFDEGREESOFFREEDOM2-3%!ROOTMEANSQUAREERROROFAPPROXIMATION32-2STANDARDIZED
ROOTMEANSQUARERESIDUAL2.)RELATIVENONCENTRALITYINDEXEQUIVALENTTO#&)..&)NONNORMEDlT
INDEXEQUIVALENTTO4,)/NLYCONSTRUCTSWEREINCLUDEDIN2OUND%MOTIONSWERENOTINCLUDED

 ,/)!#/./ 7!43/. !.$ '//$(5%
CONDUCTEDASARAPIDWAYTOIDENTIFYTHEQUESTIONSWITHTHEGREATESTCENTRAL
TENDENCIESFORTHEIRCONSTRUCTS&OREACHOFTHECONSTRUCTSTHETHREEQUES
TIONSLOADINGHIGHESTONTHEIRFACTORSWERECHOSEN
!LTHOUGHEIGHTOFTHECONSTRUCTSLOADEDONSEPARATEFACTORSASHADBEEN
HOPEDlVE CONSTRUCTS INFORMATION QUALITYFUNCTIONAL lTTOTASKTAILORED
INFORMATIONINNOVATIVENESSANDRELATIVEADVANTAGEDIDNOTATLEASTINTHE
%&!4HISMIGHTHAVEBEENINDICATIVEOFDISCRIMINANTVALIDITYPROBLEMSBUT
THATWASNOTANIMPORTANTCONCERNATTHISPOINTFORTWOREASONS)NTHElRST
PLACE%&!ISUNSTABLEESPECIALLYWHENITCONTAINSMANYMARGINALQUESTIONS
!S"AGOZZIAND0HILLIPSHAVE SHOWN %&!HASSERIOUSDElCITSINASSESSING
DISCRIMINANTVALIDITY;=.OTONLYISTHERENOEXPLICITSTATISTICALTESTTHATCAN
BEUSEDBUTTHEFACTORLOADINGSAREUNPREDICTABLEANDCANBEQUITEMISLEAD
ING"AGOZZIAND0HILLIPSGIVEANEXAMPLEWHEREAN%&!COLLAPSEDFACTORSTHAT
WERESHOWNTOBEDISTINCTINA#ONlRMATORY&ACTOR!NALYSIS#&!SIMILAR
TOTHEPRESENTRESULTS;PPn=3ECONDASPREVIOUSLYPLANNEDA#&!
ANALYSISAMUCHMOREPOWERFULTESTOFDISCRIMINANTVALIDITYTHAN%&!WOULD
SOONBEUSEDONTHEREMAININGQUESTIONS
$ISCRIMINANT6ALIDITY2OUND4HEOVERALLlTOFTHEMODELWASTESTEDBY
CONlRMATORYFACTORANALYSISUSING!-/3&ORANOVERALLTESTOFDISCRIMINANT
VALIDITYFOLLOWING!NDERSONAND'ERBINGANDALSO"AGOZZIAND0HILLIPSTHE
DISCRIMINANTVALIDITYOFEACHOFTHEPOSSIBLEPAIRSOFTHECONSTRUCTSWAS
TESTEDINDIVIDUALLY;=&OREACHPAIRTHElTOFTHEFULLMODELWASCOMPARED
WITHTHElTOFAMODELTHATWASEXACTLYTHESAMEEXCEPTFORCOLLAPSINGTHEPAIR
OFCONSTRUCTS INTOONECONSTRUCT-ORESPECIlCALLYFORTHECOLLAPSEDMODEL
THETWOTARGETCONSTRUCTSWERECONSTRAINEDTOHAVEA CORRELATIONOFAND
EQUALCORRELATIONSWITHTHEOTHERCONSTRUCTS4HEGENERALIDEAISILLUSTRATED
IN&IGURE3INCETHEFULLMODELANDTHECOLLAPSEDMODELAREhHIERARCHICALLY
 2OUND 2OUND 2OUND 2OUND
 WINTER SPRING SUMMER 
   FALL 
N    
.UMBEROFITEMS    
!VERAGEAGE    
'ENDER -ALE -ALE -ALE -ALE
 &EMALE &EMALE &EMALE &EMALE
%VERMADEA7EB 9ES 9ES 9ES 9ES
 PURCHASE .O .O .O .O
!VERAGEPURCHASES
 INPASTDAYS    
!VERAGENUMBEROF
 YEARSUSING7EB    
&IRSTTIMEON7EB 9ES
 SITE .O
(EARDOFCOMPANY  9ES 9ES 9ES
 BEFORE  .O .O .O
4ABLE3UBJECT$EMOGRAPHIC)NFORMATIONBY2OUND

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NESTEDvACHISQUAREDIFFERENCETESTMAKESITPOSSIBLETOSEEWHETHERRELAXING
THERESTRICTIONRESULTSINASTATISTICALLYSIGNIlCANTIMPROVEMENTINTHElT;=
7ITHSOMANYCOMPARISONSPOSSIBLEPAIRSANDASIGNIlCANCELEVELOF
ITWOULDBEPOSSIBLEFORRANDOMVARIATIONSTOINmUENCETHERESULTSATLEAST
INSOMECASES4HEREFOREININTERPRETINGTHERESULTSCONSISTENTWITH!NDERSON
AND'ERBINGITWASRESOLVEDTHAThRESPECIlCATIONDECISIONSSHOULDNOTBE
BASEDSOLELYONSTATISTICALCONSIDERATIONSALONEBUTRATHERINCONJUNCTIONWITH
THEORYANDCONTENTCONSIDERATIONS;4HIS=REDUCESTHEPOSSIBILITYOFTAKING
ADVANTAGEOFSAMPLINGERRORTOATTAINGOODNESSOFlTv;P=)NADDITION
THEDATASETSFROMROUNDSANDCOULDBEUSEDTOCONlRMASSESSMENTSOF
DISCRIMINANTVALIDITY
%VERYPOSSIBLEPAIROFCONSTRUCTSWASFOUNDTOBEDISTINCTATTHELEVEL
OFSIGNIlCANCEWITHONEEXCEPTIONRESPONSETIMEVERSUSINTUITIVEOPERATIONS
4HISPAIRMISSEDTHESIGNIlCANCECUTOFFχDFP"E
CAUSETHESETWOCONSTRUCTSWERESODIFFERENTCONCEPTUALLYITSEEMEDUNWISETO
CONCLUDETHATTHEYWEREASINGLECONCEPTANDBOTHWERERETAINEDFORFURTHER
TESTING!SWILLBESEENTHEANALYSISOFTHEDATAFROMROUNDSANDVINDICATED
THISFAITHINTHEDISCRIMINANTVALIDITYOFTHESETWOCONSTRUCTS
3TATISTICALSIGNIlCANCEIN DISCRIMINANTVALIDITYTESTSDOES NOTNECESSARILY
IMPLYTHAT THE DISTINCTION BETWEEN CONSTRUCTS ISPRACTICALLY SIGNIlCANT ;=
6ANDENBERGAND,ANCEADDRESSTHISCONCERNBYPROPOSINGTHATINADDITIONTO
LOOKINGATCHISQUAREDIFFERENCESBETWEENTHENESTEDMODELSASTHEDElNITIVE
TESTRESEARCHERSMIGHTALSOLOOKATCHANGESINTHECOMPARATIVElTINDEX#&)
;=4HEYSUGGESTTHATANIMPROVEMENTOFORMOREINTHE#&)ISADElNITE
INDICATIONOFTHEPRACTICALSIGNIlCANCEOFDISCRIMINANTVALIDITY
4HISAPPROACHWAS NOT USED BECAUSE OF AFEELING THAT 6ANDENBERGAND
,ANCESAPPROACHWASBIASEDTOWARDSMALLERMODELSWHEREALOCALIMPROVE
MENTWASMORELIKELYTOHAVEANOTICEABLEAFFECTONOVERALLlT4HEREFOREFOR
THETESTSOFPRACTICALSIGNIlCANCETHEFOURPAIRSOFCONSTRUCTSWITHTHEHIGHEST
CORRELATIONSWERE LOOKEDATANDEACH PAIRWASTESTEDIN ISOLATIONIETWO
CONSTRUCTSANDSIXQUESTIONS4HETESTINGFOLLOWED6ANDENBERGAND,ANCES
SUGGESTIONTHAT#&)SHOULDINCREASEBYATLEASTFORTHEDISCRIMINANTVALID
&IGURE&IXEDVS2ELAXED-ODEL#OMPARISONFOR!SSESSING
$ISCRIMINANT6ALIDITY

 ,/)!#/./ 7!43/. !.$ '//$(5%
ITYTOBEhPRACTICALLYSIGNIlCANTv;=)NTHESETESTSTHREEOFTHEFOURPAIRS
ACHIEVEDANIMPROVEMENTIN#&)OFORGREATERINFORMATIONQUALITYAND
TAILOREDCOMMUNICATIONONLINECOMPLETENESSANDRELATIVEADVANTAGEVISUAL
APPEALANDINNOVATIVENESSANDONEPAIRINFORMATIONQUALITYANDFUNCTIONAL
lTTOTASKDIDNOTCHANGEIN#&)OF2ECALLTHATTHEREWERESIMILARCON
CERNSABOUTTHEDISCRIMINANTVALIDITY OF THESE TWO CONSTRUCTSBASEDONTHE
ANALYSISOFTHEROUNDDATA2EEXAMININGTHEQUESTIONSANDTHEDElNITIONS
OFTHESETWOCONSTRUCTSLEDTOTHECONCLUSIONTHATINFACTTHEREWASQUITEABIT
OFOVERLAPANDLITTLEPRACTICAL SIGNIlCANCE IN MAINTAINING THEM ASSEPARATE
CONSTRUCTS4HEREFORETHEYWERECOLLAPSEDINTOASINGLECONSTRUCT
!LLTOGETHERTHEROUNDANALYSESREDUCED7EB1UALFROMTOCONSTRUCTS
ANDFROMTOQUESTIONS3EE!PPENDIXFORTHElNALITEMSBYCONSTRUCT
3TAGE#ONlRMATORY!SSESSMENTOF6ALIDITY
!COMPLETECONlRMATORYASSESSMENTOFTHEMEASUREMENTVALIDITYOFTHElNAL
VERSIONOFTHEQUESTIONNAIREWASPERFORMEDWITHTWONEWSAMPLESROUND
CONTAININGSTUDENTS COLLECTED IN THE SUMMERFALL  TIME FRAMEAND
ROUNDCONTAININGSTUDENTSCOLLECTEDINTHETIMEFRAME7ITH
THESETWONEWSAMPLESALLTHE EMPIRICALLY TESTABLE CONCERNS SUGGESTED BY
"AGOZZIIN4ABLEWEREADDRESSEDTHELASTFOURROWS
4ABLE  DISPLAYS THE OVERALL lTOF THE #&! MEASUREMENT MODEL USING
!-/3FORROUNDROUNDANDROUND4HEFOURRECOMMENDEDlTINDICES
FORALLTHEROUNDSINDICATEQUITEACCEPTABLElTFORTHElNALVERSION;=
4HESTANDARDIZEDITEMLOADINGSONTHEIRCONSTRUCTSRANGEDFROMTO
(OWEVERALLBUTTWOINROUNDANDALLBUTONEINROUNDWEREORABOVE
4HESERESULTSINDICATESTRONGSUPPORTFORTHEOVERALLlTOFTHEMODEL#ORRELA
TIONSFORTHECONSTRUCTSINROUNDSANDAREFOUNDIN!PPENDIX
)NTERNAL#ONSISTENCY2ELIABILIT Y
4HERELIABILITYOFTHElNALQUESTIONNAIRE CONSTRUCTSWITHTHREEQUESTIONS
EACHWASCALCULATEDUSING#RONBACHSALPHA;=!S4ABLESHOWSFORROUND
THEALPHASOFTHECONSTRUCTSRANGEDFROMTOWITHOFTHE
CONSTRUCTSHAVINGANALPHAGREATERTHAN/FTHETWOREMAININGCONSTRUCTS
ONEHADANALPHAOFANDONEHADANALPHAOF4HERESULTSWEREALMOST
IDENTICALFORROUND3INCETHESUGGESTEDHURDLEVALUEFORFREQUENTLYUSEDIN
STRUMENTSRANGESFROMALPHALEVELSOFTO;=ALLWEREABOVETHEMORE
GENEROUSHURDLEOFANDONLYTWOCONSTRUCTSONLINECOMPLETENESSAND
TAILOREDCOMMUNICATIONSWERESLIGHTLYBELOWTHEMORERESTRICTIVEHURDLE
$ISCRIMINANT6ALIDITY
$ISCRIMINANTVALIDITY WASCHECKEDSEPARATELYFORROUNDANDROUND!LL
POSSIBLEPAIRSOFTHEREMAININGCONSTRUCTSPOSSIBLEPAIRSFROMCONSTRUCTS

).4%2.!4)/.!,*/52.!,/&%,%#42/.)##/--%2#%
INROUNDANDPOSSIBLEPAIRSFROMCONSTRUCTSINROUNDWERETESTEDTO
SEEIFlTWASIMPROVEDWHENANYPAIRWASCOLLAPSEDINTOASINGLECONSTRUCT
USINGTHESAMEAPPROACHASDESCRIBEDFORROUND!GAINITWASRECOGNIZED
THATWITHSOMANYTESTSINTHETWOROUNDSSOMEWOULDFAILTOACHIEVE
SIGNIlCANCETHROUGHRANDOMCHANCE
2ECALLTHATTHEPAIRCOMPRISINGRESPONSETIMEANDINTUITIVEOPERATIONSHAD
NOTQUITEACHIEVEDDISCRIMINANTVALIDITYINROUND)NTHEROUNDDATATHESE
TWOCONSTRUCTSWERESHOWNTOBEDISTINCTATTHELEVELOFSIGNIlCANCE
!LLOTHERPAIRSOFCONSTRUCTSINROUNDWEREDISTINCTATLEASTATTHELEVEL
OFSIGNIlCANCEWITHTWOEXCEPTIONSINNOVATIVENESSVERSUSEMOTIONALAPPEAL
ANDINFORMATIONlTTOTASKVERSUSTAILOREDINFORMATION)NTESTSOFTHEROUND
DATAALLPAIRSOFCONSTRUCTSWEREDISTINCTATTHELEVELOFSIGNIlCANCEWITH
ONEEXCEPTIONVISUALAPPEALANDINNOVATIVENESSnWHICHMISSEDSIGNIlCANCE
4OSUMMARIZETHEROUNDROUNDANDROUNDDISCRIMINANTVALIDITY
RESULTSOUTOFPAIRTESTSACROSSTHREEROUNDSOFDATASHOWEDSTATISTICALLY
SIGNIlCANTDISCRIMINANTVALIDITYANDFOURMISSEDACHIEVINGSIGNIlCANCE%VEN
FORTHOSEFOUR PAIRS OFCONSTRUCTSEACHPAIR SHOWED STATISTICALLYSIGNIlCANT
DISCRIMINANTVALIDITYINATLEASTTWOOFTHETHREEROUNDSOFTESTS
&INALLYTHEDATAFROMROUNDSANDWEREPUTTOGETHERREPEATINGTHECHI
SQUAREDIFFERENCETESTSFORDISCRIMINANTVALIDITY!LLPAIRSOFCONSTRUCTSWERE
DISTINCTP!LLINALLITCANBECONlDENTLYSTATEDTHATTHECONSTRUCTS
ARESEPARATECHARACTERISTICSOFA7EBSITEINTHEMINDSOFCONSUMERS
#ONVERGENT6ALIDITY
3TRICTLYSPEAKINGCONVERGENTVALIDITY·LA"AGOZZIREFERSTOTHECORRELATION
BETWEENTHENEWMEASUREANDASECONDhMAXIMALLYDIFFERENTvMEASUREOFTHE
SAMECONSTRUCT;=&OREXAMPLEAMEASUREOFPERFORMANCEUSINGMANAGE
RIALPERCEPTIONSMIGHTBECOMPAREDTOANOBJECTIVEMEASUREOFPERFORMANCEOR
#ONSTRUCT SUMMERFALL 
)NFORMATIONALlTTOTASK  
4AILOREDINFORMATION  
4RUST  
2ESPONSETIME  
%ASEOFUNDERSTANDING  
)NTUITIVEOPERATIONS  
6ISUALAPPEAL  
)NNOVATIVENESS  
%MOTIONALAPPEAL  
#ONSISTENTIMAGE  
/NLINECOMPLETENESS  
2ELATIVEADVANTAGE  
4ABLE#ONSTRUCT2ELIABILITIESFOR2OUNDSAND#RONBACHS!LPHA
.OTE%MOTIONALAPPEALWASNOTINCLUDEDADIFFERENTVERSIONOFTHEEMOTIONQUESTIONSWASUSEDFORTHE
DATACOLLECTION

 ,/)!#/./ 7!43/. !.$ '//$(5%
TOSOMEOTHERALREADYACCEPTEDMEASUREOFPERFORMANCEASAWAYTOVALIDATE
THENEWMEASURE3INCETHEREWERECONSTRUCTSITWOULDBENECESSARYTOlND
ALTERNATIVEMEASURESFORALLCONSTRUCTS4HISHASNOTBEENDONETODATE
-OREGENERALMEASURESOFCONVERGENTVALIDITYAREPOSSIBLE&OLLOWINGTHE
EXAMPLEOF THE DEVELOPMENT OF 3%2615!,;=SUBJECTSWEREASKED ONE
ADDITIONALQUESTIONEVALUATING THE OVERALL7EBSITEh/VERALLHOWWOULD
YOURATETHEQUALITYOFTHIS7EBSITEvTOPOINTSCALEANCHOREDONhPOORv
ANDhEXCELLENTv4HEWORDhQUALITYvISASSOCIATEDWITHSUCHWORDSAShGOOD
NESSvhEXCELLENCEvhVALUEvANDhWORTHvIN2OGETS4HESAURUSeAND
THUSTHISSINGLEQUESTIONCAPTURESTHECENTRALESSENCEOFACONSUMERSOVERALL
EVALUATIONOFA7EBSITE
4HETOTAL7EB1UALSCOREITEMSWASCOMPUTEDANDTHENCOMPAREDTOTHE
OVERALL7EBSITEQUESTION4HETWOWERECORRELATEDATPGIVING
ANOVERALLANDVERYGENERALINDICATIONOFCONVERGENTVALIDITY
.OMOLOGICAL6ALIDITY0REDICTIVE6ALIDITY
.OMOLOGICALVALIDITYISTHEABILITYOFANEWMEASURETOPERFORMASEXPECTED
INANETWORKOFKNOWNCAUSALRELATIONSANDWELLESTABLISHEDMEASURES;
=/NECANNOTHAVECONlDENCEINAMEASUREIFITDOESNOTBEHAVEINAREASON
ABLEFASHIONINRELATIONTOOTHERACCEPTEDCONSTRUCTS)NTHECASEOF7EB1UALA
RELEVANTDEMONSTRATIONOFNOMOLOGICALVALIDITYWOULDBETHEEXTENTTOWHICH
CONSTRUCTSTHATHAVEBEENCONCEPTUALLYLINKEDTO7EBSITEUSEINTHISANDOTHER
RESEARCHPAPERSDOACTUALLYPREDICTA 7EBVISITORS BEHAVIORALINTENTIONIN
WAYSTHATARECONSISTENTWITHCURRENTKNOWLEDGEANDEXPECTATIONS
/NEWAYTOTEST7EB1UALSABILITYTOPREDICTCONSUMERINTENTIONSWOULD
BETOREGRESSTHECONSTRUCTSONINTENTTOREUSEPURCHASE(OWEVERSINCE
SOMEOFTHECONSTRUCTSAREHIGHLYCORRELATEDMULTICOLLINEARITYWOULDBEA
PROBLEMWITHAREGRESSIONANALYSISOFTHISKIND
4HEMULTICOLLINEARITYPROBLEMCANBESIDESTEPPEDBYASECONDORDERFACTOR
ANALYSISINADVANCEOFLOOKINGATTHESTRUCTURALLINKSBETWEENTHESECONDORDER
FACTORSANDINTENTTOREUSE"ECAUSETHISISASIGNIlCANTPIECEOFRESEARCHINITS
OWNRIGHTITISBEYONDTHESCOPEOFTHECURRENTSTUDY(OWEVERONECANTAKE
ADVANTAGEOFSUCHANANALYSISTOGIVETHEGROUPINGSANDLOADINGSFROMTHE
UNDERLYINGCONSTRUCTSTOlVESECONDORDERCONSTRUCTS;=4HEUNDERLYING
ANDlVESECONDORDERCONSTRUCTSARESHOWNATTHELEFTHANDSIDEANDMIDDLE
OF&IGUREWITHTHELOADINGSBEINGTHESINGLENUMBERSNEXTTOARROWS!SCAN
BESEENTHElRSTORDERFACTORSRESOLVEINTOlVESECONDORDERFACTORSUSEFUL
NESSTRUSTRESPONSETIMEEASEOFUSEANDENTERTAINMENT4HESEGROUPINGSAND
LOADINGSWEREUSEDTOANALYZETHELINKSTOINTENTIONFORTHREESEPARATEDATASETS
ROUNDSPRING. ROUND SUMME RFALL .ANDROUND
.!LLlTINDICESWEREFOUNDTOBEACCEPTABLESEE4ABLE
)NTENTIONTOREUSEPURCHASEWASMEASUREDUSINGTHEQUESTIONSSHOWNIN
!PPENDIX.OTETHEEXPANSIONFROMTHEUSEOFTWOINDICATORSINROUNDS
AND #RONBACHSALPHAOFAND RESPECTIVELYTOlVEINDICATORS IN
ROUND#RONBACHSALPHAOF4HETWOINDICATORMEASUREANDTHElVE
INDICATORMEASUREAREBOTHQUITEADEQUATE4HEDIFFERENTMEASURESWERENOT

).4%2.!4)/.!,*/52.!,/&%,%#42/.)##/--%2#%
COMBINEDINTOASINGLEANALYSISBUTWERECONSIDEREDTOBEROUGHLYEQUIVALENT
FORTHENOMOLOGICALVALIDITYANALYSIS
&IGUREAND4ABLESHOWTHERESULTSOFTHEESTIMATEDCAUSALLINKSBYDIS
PLAYINGTHREENUMBERSFOREACHCAUSALPATHCORRESPONDINGTOTHESPRING
THESUMMERFALLANDTHETIMEPERIODS(AVINGTHREESEPARATE
SAMPLESSPREADACROSSTHREETIMEPERIODSMAKESITPOSSIBLETOSEESOMEINTER
ESTINGRESULTS)N ALL THREE TIME PERIODS USEFULNESS ANDENTERTAINMENT HAVE
STRONGLYSIGNIlCANTLINKSTOINTENTTOREUSE&URTHERINTHESPRING TIME
&IGURE.OMOLOGICAL6ALIDITY4ESTOF,INKS"ETWEEN&IVE3ECOND
/RDER#ONSTRUCTSAND2EUSE
.OTES!RROWSLEADINGINTO2EUSEAND5SEFULNESSSHOWTHREEVALUESTHElRSTISFROM3PRING
SECONDISFROM3UMMER&ALLANDTHETHIRDISFROM%MOTIONAL!PPEALWASRE
MOVEDFROMTHISANALYSISINORDERTOMAKETHETHREEDATASETSCONSISTENTADIFFERENTVERSIONOFTHE
EMOTIONQUESTIONSWEREUSEDFORTHEDATACOLLECTIONSIGNIlCANCEAT
SIGNIlCANCEATSIGNIlCANCEATSIGNIlCANCEAT

 ,/)!#/./ 7!43/. !.$ '//$(5%
PERIODRESPONSETIMEISLINKEDTOREUSEBUTTRUSTISNOTWHILEINTHE
TIMEPERIODTRUSTISLINKEDTOREUSEATTHELEVELOFSIGNIlCANCEBUTRESPONSE
TIMEISNOT
4HEIMPORTANCEOFUSEFULNESSISCONSISTENTWITHlNDINGSBY$AVISANDOTH
ERS4HEIMPORTANCEOFENTERTAINMENTISALSOCONSISTENTWITHPREVIOUSRESEARCH
;=4HEAPPEARANCEOFTRUSTANDRESPONSETIMEASDIMENSIONSREVEALSASWAS
SUGGESTEDATTHEBEGINNINGOFTHISPAPERTHAT7EBUSEHASPREDICTORSBEYOND
THEUSEFULNESSANDEASE OF USE SUGGESTED BY4!-4HE RESULTSSUGGESTTHE
INTRIGUINGPOSSIBILITYTHAT THERELATIVEIMPORTANCE OFENTERTAINMENTMAYBE
INCREASINGOVERTIME)FTHESESHIFTSARECONlRMEDBYFUTURERESEARCHONEEX
PLANATIONMIGHTBETHATTHERESPONSETIMEINTHEEARLIERDATAWASAFACTOROFLESS
MATURETECHNOLOGIESANDOVERSEVERALYEARSBECAMEMUCHLESSOFAFACTOR
!LTHOUGHTRUSTHASASIGNIlCANTLINKTOREUSEINROUNDTHELACKOFTHATLINK
INROUNDSANDISSOMEWHATSURPRISING/NEPOSSIBLEEXPLANATIONISTHATWITH
MOREEXPERIENCEANDAHIGHERRATEOF7EBPURCHASESINTHELATERTIMEPERIOD
THESECONSUMERSWEREMORELIKELYTOHAVEENCOUNTERED7EBSITESWHERETRUST
ISANISSUEANDTHUSWEREMORESENSITIZEDTOIT0ERHAPSCONSUMERSAREMORE
AWARETODAY THANTHEYWERESEVERALYEARSAGOOFTHEDANGEROF PURCHASING
ATUNTRUSTWORTHY7EBSITESBUTSINCETHISWASNOTHYPOTHESIZEDITISMERELY
SPECULATIONATTHISPOINT
4HELACKOFAPOSITIVELINKAGEBETWEENEASEOFUSEANDINTENTTOREUSEISNOT
TOTALLYUNEXPECTED)TISCONSISTENTWITHTHElNDINGSOF$AVISANDOTHERTHAT
FOREXPERIENCEDUSERSEASEOFUSEISNOTADIRECTPREDICTOROFINTENTTOREUSE
 2OUND 2OUND 2OUND
   
$ATEOFDATACOLLECTION SPRING SUMMERFALL 
0REDICTINGREUSE
.   
 !DJ2   
 5SEFULNESS   
 %NTERTAINMENT   
 4RUST   
 2ESPONSETIME   
 %ASEOFUSE  n n
0REDICTINGUSEFULNESS
 !DJ2   
 %ASEOFUSE   
!VERAGESUBJECTCHARACTERISTICS
 9EARSON7EB   
 %VERMADEA7EBPURCHASE 9ES 9ES 9ES
 7EBPURCHASESLASTMONTH   
 (EARDOFCOMPANY 9ES 9ES 9ES
4ABLE.OMOLOGICAL6ALIDITY0REDICTING2EUSEAND5SEFULNESSFROM
3ECOND/RDER&ACTORS5SING4WO#ONlRMATORY$ATASETS2OUND
FROM3UMMER&ALLAND2OUNDFROMPLUS2OUND
3PRING$ATAFOR#OMPARISON
SIGNIlCANCEATSIGNIlCANCEATSIGNIlCANCEAT
SIGNIlCANCEAT

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BUTISAPREDICTOROFUSEFULNESS;=!SSHOWNATTHEBOTTOMOF4ABLE
THESUBJECTSWEREQUITEEXPERIENCEDTHEYHADMANYYEARSOFEXPERIENCEON
THE7EB!LTHOUGHTHESIGNIlCANTNEGATIVELINKBETWEENEASEOFUSEANDREUSE
INROUNDISSURPRISINGITISCONSISTENTWITHAMULTICOLLINEARITYRELATIONSHIP
BETWEENEASEOFUSEANDUSEFULNESSTHESETWOCONSTRUCTSAREHIGHLYCORRELATED
WITHEACHOTHERANDBOTHAREQUITECORRELATEDWITHREUSE)NTHISCASE
THENEGATIVELINKINROUNDSHOULDNOTBEVIEWEDASACAUSALLINK"ECAUSE
EASEOFUSE ISSTILLAN IMPORTANTCONSTRUCTAND CONSISTENTWITHTHElNDINGS
OF$AVISANDHISCOLLEAGUESTHELINKBETWEENEASEOFUSEANDUSEFULNESSHAS
BEENINCLUDEDINTHEPRESENTANALYSISANDISSHOWNIN&IGUREANDTHEMIDDLE
PORTIONOF4ABLE/VERALLTHESERESULTSARESTRONGPOSITIVECONlRMATIONOF
NOMOLOGICALVALIDITY
$ISCUSSION
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4HEPRIMARYRESEARCHCONTRIBUTIONISTHEDEVELOPMENTOFAVALIDATEDINSTRU
MENTFOR EVALUATING 7EBSITESBYFOLLOWINGA MORE RIGOROUS PROCESS THAN
PREDECESSORSANDREVEALINGAWIDERRANGEOFDIMENSIONS-EASUREMENTINSTRU
MENTSAREINAVERYREALSENSEARESEARCHhINFRASTRUCTUREv4HEDEVELOPMENTOF
THEMEASUREINITSELFMAYDOLITTLETOPROVEORDISPROVEASPECIlCHYPOTHESIZED
RELATIONSHIPANDSOMAYNOTMOVETHEORYFORWARDVERYMUCH(OWEVERWHEN
ANIMPORTANTDOMAINlGURESPROMINENTLYINAVARIETYOFRESEARCHPROGRAMS
THEDEVELOPMENTOFAMOREEFFECTIVEMEASUREMENTINSTRUMENTMOVESMANY
RESEARCHPROGRAMSFORWARD!SNOTED EARLIERINTHIS PAPERlVEARTICLESINA
RECENTSPECIALISSUEOF)32DEVELOPEDINSTRUMENTSTOMEASUREUSERREACTIONS
TO7EBSITESANDNONEOFTHESEMEASURESMETTHESUGGESTEDREQUIREMENTSFOR
AGENERALPURPOSEINSTRUMENTTOCAPTURECONSUMEREVALUATIONSOFA7EBSITE
7HENTHEREISNOCAREFULLYDEVELOPEDANDTESTEDGENERALPURPOSEINSTRUMENT
AVAILABLEEACHRESEARCHERISFORCEDTOSPENDRESEARCHTIMEANDEFFORTONDE
VELOPINGAMEASUREWITHTHERESULTTHATMEASURESAREWEAKERANDRESEARCHER
TIMEISDRAWNAWAYFROMTHETHEORETICALINTERESTOFTHERESEARCH
4HEIMPORTANCE OFINSTRUMENTDEVELOPMENT INRESEARCHISEASILYSEENBY
LOOKINGATTHECITATIONCOUNTSOFTHREEPAPERSINTRODUCINGTWOPROMINENTMEA
SUREMENTINSTRUMENTS5SER)NFORMATION3ATISFACTIONAND3%2615!,;
=4HESETHREEPAPERSFOCUSEDALMOSTEXCLUSIVELYONTHEDEVELOPMENTAND
TESTINGOFTHETWOINSTRUMENTSNOTONTHEORYTESTING!CCORDINGTOTHE7EBOF
3CIENCETHEPAPERBY"AILEYAND0EARSONHASBEENCITEDTIMESTHEONEBY
)VES/LSONAND"AROUDIHASBEENCITEDTIMESANDTHEONEBY0ARASURA
MAN:EITHAMLAND"ERRYHASBEENCITEDTIMES4HESEINSTRUMENTSHAVE
HADAHUGEIMPACTONTHERESEARCHCOMMUNITY
!SECONDCONTRIBUTIONISTHATBYSTARTINGWITH4!-ANDLOOKINGBOTHWITHIN
ANDBEYONDTHEORIGINALCONSTRUCTSOFUSEFULNESSANDEASEOFUSETHISPAPER
DEMONSTRATESHOWTOAPPLYTHATTHEORYBASETOADDITIONALTECHNOLOGYCONTEXTS
4HISAPPROACHMAYBEVALUABLEASNEWINFORMATIONTECHNOLOGIESAPPEARON
THESCENE7EBENABLEDHANDHELDDEVICESNAVIGATIONSYSTEMSETC!STHIS

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EVOLUTIONOCCURSSOWILLTHENEEDFOR)3ANDMARKETINGRESEARCHTOMELDIN
ORDERTOMEASURETHEEFFECTIVENESSOFTHENEWDEVICES7EB1UALSTANDSASA
SIGNIlCANTCONTRIBUTIONTOTHECURRENTMARKETINGAND)3LITERATURE
!THIRDRESEARCHCONTRIBUTIONIS7EB1UALSCOMPREHENSIVESCOPEWHICH
TAKESINTHEMANYDIFFERENTFACTORSTHATCONTRIBUTETOTHEREUSEOF7EBSITES
4HISFACILITATESATLEASTAlRSTATTEMPTATDISCERNINGTHEIRRELATIVEIMPORTANCE
)MPLICATIONSFOR0RACTICE
!POOR7EBSITECANCAUSEBADPRESSCUSTOMERDISSATISFACTIONANDEVENCUS
TOMERLOSS;=7EB1UALOFFERSPRACTITIONERSAVALIDATEDRELIABLEINSTRUMENT
FOREVALUATING"#7EBSITES4HEITEMSPROVIDEAVALUABLEANDACCURATE
MEASUREOFCONSTRUCTSTHATAFFECTCONSUMERINTENTIONTOPURCHASEANDREVISIT
ACRITICALPRAGMATICINDICATOROFASITESVALUE#OMPANIESCANUSE7EB1UAL
TOhCONSUMERTESTvSITESUNDERDEVELOPMENTANDDETECTWHICHELEMENTSNEED
IMPROVEMENTPRIORTOPUBLICRELEASE'IVENTHEINVESTMENTMANYCOMPANIES
MAKEIN THEIR 7EBSITESACOSTEFFECTIVEINSTRUMENTFOR COMPARING DESIGN
ALTERNATIVESSHOULDHAVESUBSTANTIALPRACTICALVALUE
"OTHPURELY7EBBASED AND CLICKANDMORTAR COMPANIES CANGAIN FROM
CONDUCTINGA7EB1UALANALYSIS&OREXAMPLEACLICKANDMORTARlRMSUCHAS
"ARNESAND.OBLECANBENElTFROMUNDERSTANDINGHOWEFFECTIVEEACHASPECT
OFITS7EBSITEISANDSOTOODOES!MAZONAPURELY7EBBASEDCOMPETITOR
4HETWOCOMPANIESHAVEDIFFERENT7EBSTRATEGIESBUTBOTHGAINFROMKNOW
INGHOWWELLTHEYRATEONTHEBASIC7EBSITEEVALUATIONCONSTRUCTSSUCHAS
INTUITIVEOPERATIONSANDINFORMATIONALlTTOTASK)NADDITION7EB1UALALSO
SERVESAS AMEANSOFBENCHMARKINGAGAINSTCOMPETITORS"ARNESAND .OBLE
MAYDETERMINEGIVENITSBUSINESSSTRATEGYTHATITISWILLINGTOSCORELOWERON
CERTAINCOMPONENTSOF7EB1UALSUCHASRELATIVEADVANTAGEBUTNOTONONLINE
COMPLETENESSORCONSISTENTIMAGE
/NEOFTHEVALUESOF7EB1UALISTHATITPROVIDESAlNEGRAINEDANALYSISOF
ASITESSHORTCOMINGS7HILEANINSTRUMENTBASEDON4!-MIGHTBEABLETO
DIAGNOSEASHORTFALLONEASEOFUSE7EB1UALWILLINDICATEWHETHERTHEEASEOF
USEPROBLEMARISESFROMPROBLEMSWITHEASEOFUNDERSTANDINGORWITHINTUI
TIVEOPERATIONS+NOWINGTHATA7EBSITEISLACKINGONAPARTICULARDIMENSION
WOULDGIVETHECOMPANYACLEARERFOCUSFORCORRECTIVEACTION
,IMITATIONSAND&UTURE2ESEARCH
7EB1UALSDEVELOPMENTWASBASEDONTHERESPONSESOFUNDERGRADUATEBUSI
NESSSTUDENTSTOASELECTEDGROUPOF7EBSITES4HESESUBJECTSWERETYPICALOF
ASUBSTANTIALBODYOF7EBCONSUMERS BUT WERE NOTNECESSARILYREPRESENTA
TIVEOF ALLCONSUMERS&URTHERMOREMANYOF THESUBJECTSWERENOTONGOING
CUSTOMERSOFTHESITESSELECTEDFORASSESSMENT(OWEVERlRMSAREINTERESTED
BOTHINSERVICINGEXISTINGCUSTOMERSANDINATTRACTINGNEWCUSTOMERSSOTHEY
NEEDANINSTRUMENTTHATISVALIDFORBOTHGROUPS4HESEIMPORTANTLIMITATIONS

).4%2.!4)/.!,*/52.!,/&%,%#42/.)##/--%2#%
ARETYPICALOF THOSE FACING MOST INSTRUMENTDEVELOPERSBECAUSESUCHWORK
OFTENNEEDSTOSTARTINANENVIRONMENTWHEREMANYSUBJECTSAREREADILYAND
REPEATEDLYAVAILABLE&UTURERESEARCHCANEXPLORETHEIMPLICATIONSFOR7EBSITE
QUALITYWITHAFTERSALESSERVICEQUALITYADDED&URTHERCONlRMATORYRESEARCH
NEEDSTOBEDONEWITHBROADSAMPLESOFCONSUMERSFORARANGEOF7EBSITES
!LSOWHILE7EB1UALINDICATESWHEREASITEMAYHAVEDElCIENCIESFOLLOWUP
RESEARCHISNEEDEDTHATFOCUSESONTHELINKBETWEENTHESPECIlCCHANGESTHAT
CANBEMADETOA7EBSITEANDTHERESULTINGCHANGESINCUSTOMERPERCEPTIONS
'IVENTHAT7EB1UAL HAS COMPLETED INITIAL DEVELOPMENTANDRElNEMENTIT
ISNOWAPPROPRIATETOINVESTIGATESOMEOTHERIMPORTANTISSUESSUCHASBUSI
NESSTOBUSINESS""ANDNONCOMMERCIALTOCONSUMER.#SITES;=)N
ADDITIONNEWTECHNOLOGIESAREEVEREXPANDINGANDBROADENINGTHECAPABILI
TIESOF7EBSITES3UBSEQUENT7EB1UALRESEARCHWILLNEEDTOFOLDINADDITIONAL
ELEMENTSSUCHASAUDIOVIDEOANDMOBILE7EBAPPLICATIONS;=/THERTASKS
BEYONDINFORMATIONGATHERINGASUSEDINTHISSTUDYMAYREVEALADIFFERENT
BREAKDOWNOFTHECONSTRUCTS&OREXAMPLEINFORMATIONQUALITYANDFUNCTIONAL
lTTOTASKMAYNOTCOMBINEASTHEYDIDINTHISRESEARCH
&INALLYTHESTUDYLOOKSATTRADITIONALUSESOFTHE7EBTOCONVEYINFORMA
TIONANDFACILITATETRANSACTIONS(OWEVEROTHERWAYSTOUTILIZETHE7EBARE
EVOLVINGSUCHASNETWORKINGANDBLOGGING4HESETYPESOFACTIVITIESARENOT
THEFOCUSOFTHECURRENT7EB1UAL RESEARCH BUT MAY BE INCLUDEDINFUTURE
RESEARCH
#ONCLUSION
4HISSTUDYSHOWSHOWTHE42!AND4!-CANBEAPPLIEDTOANEWDOMAIN
THEREBYENABLINGUSTOSEETHERELATIVEIMPORTANCEOFMANYDIFFERENTCHARAC
TERISTICSINPREDICTINGREUSEOFA7EBSITE)TSMAJORCONTRIBUTIONHOWEVERIS
INPROVIDINGUSEFULhRESEARCHINFRASTRUCTUREvFORTHEDOMAINOFTHEELECTRONIC
MARKETSPACE )N THE AGE OF THE )NTERNET AND ELECTRONIC COMMERCE )3 AND
MARKETINGRESEARCHERSANDPRACTITIONERSNEEDAMEANSOFASSESSING7EBSITES
4HERESEARCHEFFORTDESCRIBEDINTHISPAPERHASPRODUCEDAVALIDANDRELIABLE
INSTRUMENTFORCONSUMEREVALUATIONSOF7EBSITES7EB1UALCANBEFREELYUSED
BYACADEMICSWITHOUTPERMISSION)TSHOULDBEABLETOSUPPORTAWIDERANGE
OFIMPORTANT)3ANDMARKETINGSTUDIESASRESEARCHERSATTEMPTTOUNDERSTAND
AVARIETYOFISSUESRELATEDTOTHEELECTRONICMARKETSPACE!LTHOUGHINDIVIDUAL
RESEARCHERSMAYFOCUSONSOMEWHATDIFFERENTISSUESANDMAYNEEDTODEVELOP
ONEORMORESUPPLEMENTALMEASURESFORTHEIROWNSPECIALIZEDCONSTRUCTSTHE
EXISTENCEOFAVALIDATEDBASELINE MEASURESHOULDBEA MAJOR ADVANTAGE )T
PROVIDESASTARTINGPOINTTHATWILLSPEEDANDENHANCETHEQUALITYOFMEASURE
MENTFOR MANYSTUDIES)NADDITIONTOTHEEXTENTTHAT RESEARCHERSCONVERGE
ONSTANDARDMEASURESIT WILL BE MUCH EASIER TOCOMPAREAND CONSOLIDATE
lNDINGSACROSSSTUDIES
/FCOURSE7EB1UALISNOTTHElNALWORDINMEASUREMENTINSTRUMENTSFOR
7EBSITES,IKEANYMEASUREMENTINSTRUMENTFORANIMPORTANTRESEARCHDOMAIN
ITWILLCERTAINLYBEMODIlEDADDEDTOANDRElNEDINVARIOUSWAYS

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