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

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Listed:
  • Davide Di Fatta
  • Roberto Musotto
  • Walter Vesperi

Abstract

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.

Suggested Citation

  • Davide Di Fatta & Roberto Musotto & Walter Vesperi, 2016. "Analyzing E-Commerce Websites: A Quali-Quantitive Approach for the User Perceived Web Quality (UPWQ)," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(6), pages 33-44, December.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:6:p:33-44
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    References listed on IDEAS

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    Cited by:

    1. Monia Castellini & Caterina Ferrario & Vincenzo Riso, 2021. "From New Public Management to Public Risk Management: An overview of Italian municipalities," Working Papers 20210310, University of Ferrara, Department of Economics.
    2. Di Fatta, Davide & Patton, Dean & Viglia, Giampaolo, 2018. "The determinants of conversion rates in SME e-commerce websites," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 161-168.

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    More about this item

    Keywords

    e-commerce; Pareto Chart; user-perceived web quality;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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