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Components of Website Information Quality Assessment


meet their search needs, in addition, the product suggestion function and smart alternative product recommendations will make customers feel more excited in exploring the next products. The table below helps customers evaluate the quality of information provided by the website. The observed variables will be measured by the 5-point Likert scale.

Table 3.1: Components of website information quality assessment


STT

Website information quality

Variable symbol

1

Website provides accurate and controlled information

Qi.1

2

Website provides in-depth product information

Qi.2

3

Product information is presented in detail and clearly to help me.

Easy to evaluate product quality

Qi.3

4

The website has product suggestions and alternative product recommendations.

smart world

Qi.4

5

Information provided on the website is always updated.

Qi.5

6

I feel like the information from the website is personalized to me.

my product search needs

Qi.6

Maybe you are interested!

Components of Website Information Quality Assessment


Source: References from theory, previous studies and quantitative research results

calculate


3.2.2. Comfortable to use

This variable includes components that reflect the effectiveness of website design techniques through users' feelings about the friendliness of the website, expressed in aspects such as ease of use, ease of information search, ease of navigation, and fast page loading speed. In addition, the emotional factor expressed through the aspect of the website stimulating customers to enjoy exploring information and experiencing new features. In addition, the convenience factor expressed through the aspect of having many payment methods to choose from for peace of mind when purchasing can also be considered a component of customer comfort when using the website. The table below summarizes in detail the components of the customer's feeling of Comfort when using the website, measured by a 5-point Likert scale.


Table 3.2: Components of the Comfort of Use feeling


STT

Comfortable to use

Variable symbol

1

This website is easy to use

Qe.1

2

This website is easy to find information.

Qe.2

3

This website is easy to navigate

Qe.3

4

The information layout on the website is quite simple and clear.

Qe.4

5

Website has fast page load speed

Qe.5

6

I enjoy exploring product information from this website.

Qe.6

7

This website has many payment methods, making it easy for me to choose.

Choose and buy with confidence

Qe.7


Source: References from theory, previous studies and quantitative research results

calculate


3.2.3. Website design

The creative element will be welcomed by consumers because it stimulates users to experience something new, to feel the difference compared to other websites. This is expressed through two important aspects: interface design, color scheme and special features. The website design is mainly included by sellers in their brand identity system, helping customers to easily recognize themselves, which will affect customers' feelings towards the website, because most online shoppers are mostly knowledgeable about brands and marketing. On the other hand, because users always like new things, the dynamic website element is highly appreciated by them, so changes compared to the previous visit will also help customers feel excited. In addition, when today's handheld devices tend to develop strongly, with outstanding support features, users can access the website with many available devices at different times. Therefore, the customization ability of a website in the current research phase may be noticed by customers as an important component to evaluate the professionalism of the seller's website design activities. The following table summarizes the components of quality website design factors, measured by a 5-point Likert scale.


Table 3.3: Components of measuring website design quality


STT

Website design

Variable symbol

1

This website is creatively designed.

Qd.1

2

This website has a very attractive interface.

Qd.2

3

This website has many special and useful features.

Qd.3

4

I can easily recognize its own brand compared to

other website

Qd.4

5

The website is always updated creating excitement every time I visit.

( Changes in interface, information, presentation, color ...)

Qd.5

6

Customizable website that is easily accessible from a variety of devices

such as Laptop, Tablet, Phone…

Qd.6

Source: References from theory, previous studies and quantitative research results

calculate

3.2.4. Reliability

Effective marketing activities will help create customer trust, demonstrated through aspects such as: effective CEO (Search Engine Optimization) activities help the website always be at the top of search engines, advertising through many channels helps customers see with high frequency, helping them form the idea that the investor has spent a lot of money on image promotion activities, this is one of the signals indicating that the seller is investing properly in the brand. The impact of people around or the evaluation information of previous customers will create many influences on user trust, so a lot of good information transmitted will have a beneficial impact on the business activities of the sales website. The reputation factor of the seller has also been shown by studies to have a level of impact on the trust of online shopping. In addition, product quality control activities, transparency in announcing sales policies, and better warranties than competitors are important factors that strengthen customer trust. The components of Trust, measured using a 5-point Likert scale.

Table 3.4: Reliability measurement components


STT

Reliability

Symbol

1

Website is always at the top of information search engines (google,

Qc.1



yahoo, bing, coccoc, ...)


2

I know the website through many advertising channels, I think they spent a lot

money for their advertising activities

Qc.2

3

This website is highly rated by many people for its reputation during the process.

your business

Qc.3

4

This website is managed by a reputable business entity on

marketplace

Qc.4

5

Website has professional quality control department (QC)

information censor )

Qc.5

6

The website's sales and delivery policy is very clear and transparent.

Qc.6

7

I feel the website's warranty and return policy is very easy.

easy

Qc.7


Source: References from theory, previous studies and quantitative research results

calculate


3.2.5. Security/Confidentiality

Security and confidentiality are two similar concepts, through which we can evaluate the level of customer safety when transacting. It is proposed to evaluate by two main aspects: (1) Technical aspect and (2) Customer trust aspect.

(1) Technical aspects: consider certifications or awards from reputable third parties in society, in addition to the proposed secure transaction protocol https:// on the grounds that consumers' knowledge of e-commerce is currently quite high.

(2) The customer trust aspect is expressed through the customer's trust in the safety of the transaction, the feeling of privacy being protected and the trust that the seller will not misuse the information provided for other purposes. The following table summarizes the aspects to measure the level of customer's sense of security through the concept of Security/Confidentiality.


Table 3.5: Components measuring the level of Security/Privacy


STT

Security/Privacy

Variable symbol

1

Website certified or awarded by a third party for Security

Security/Security of reputable organizations

Qs.1

2

Website has secure protocol “https://”

Qs.2

3

I trust the security of this website

Qs.3

4

I feel my privacy will be protected.

Qs.4

5

I trust that the Administration of this website will not misuse the information.

the individual I provide

Qs.5


Source: References from theory, previous studies and quantitative research results

calculate


3.2.6. Customer service

Customer service is an important component in the website quality scale in many previous studies (Wolfinbarger & Gilly, 2002; Cristobal & Ctg, 2007), many other studies mention customer service factors through specific details such as: implementation, contact, response, system readiness (Parasuraman, Zeithaml & Malhotra, 2005); or response, personal care, response (Kim & Lennon, 2006; Yang & Tsai, 2007); Cristobal & Ctg (2007) added the order management factor and Rahman & Miazee (2010) mentioned the delivery time factor.

The above concepts that previous studies have shown can be considered as an aspect of customer service quality through transaction stages: before, during and after sales. Synthesize these stages into a Customer Service factor to comprehensively evaluate the customer service provision of online sales websites. The study proposes specific scales to measure customer service according to the table below, using a 5-point Likert scale.

Table 3.6: Measuring customer service quality


STT

Customer service

Variable symbol

1

There are always staff and members ready to support me.

Cs.1


2

Trading time on this website is maintained continuously throughout the day so

Convenient for transactions anytime

Cs.2

3

Sales staff contacted to confirm/respond as soon as I placed the order

on website (*)

Cs.3

4

The website has modern functions to track, change or cancel orders.

help me feel more secure when buying

Cs.4

5

Fast and on-time delivery as promised (*)

Cs.5

6

After the sale, they always care about my satisfaction with the product.

products and have other interesting shopping suggestions (*)

Cs.6

7

After the sale, the seller pays close attention to fulfilling his commitments.

their customer service (warranty, return, etc.)*

Cs.7


Source: References from theory, previous studies and quantitative research results

calculate


3.2.7. Perception of product quality

The quality of products sold on the website can only be assessed through customers' perceptions through available signals such as: product illustrations, detailed descriptions, controlled information, seller reviews and commitments, and most importantly, previous experiences of purchasing from the website, all of which help to form customers' trust. In addition, the price factor is also important in forming perceptions of product quality. Therefore, the author proposes specific scales according to the table below to determine customers' level of product quality perception, using a 5-point Likert scale.


Table 3.7: Product Quality Perception Scale


STT

Feel the product quality

Variable symbol


1

Through the product information and images provided, I can feel

Get the quality of the products that the website is selling


Qp.1

2

I believe the product quality is as described by the seller and

commit

Qp.2

3

I believe the seller does not deceive the product quality because they want to

building long term relationships

Qp.3

4

I feel the products sold on this website have attractive prices.

compared to its quality.

Qp.4


5

Previous purchasing experience helped me confirm the products

Products for sale on this website are all of good quality (*)

Qp.5


Source: References from theory, previous studies and quantitative research results

calculate


3.2.8. Relationship quality

As analyzed and synthesized in previous studies, Relationship Quality is expressed in three main aspects: (1) Trust, (2) satisfaction and (3) loyalty. Corresponding to the aspects, the results of relationship quality are expressed through aspects such as: frequently visiting the website, feeling satisfied and trusting (Venetis & Ghauri, 2004; Ulaga & Eggert, 2006; Wong, 2007; Jena & Ctg, 2011), intention to maintain the relationship in the future (Nelson, 2007; Tohidinia & Haghighi, 2011), firm commitment to repeat the use of the supplier's services and intention to use the supplier's services only when needed (Gremler & Brown, 1996; Oliver, 1999; Chi, 2013). In addition, word-of-mouth behavior (introductions, good words, arguments) is also a manifestation of good quality relationships. The table below concretizes into relationship quality scales, measured on a 5-point Likert scale.

Table 3.8: Relationship quality scale


STT

Relationship quality

Variable symbol

1

I often visit this website

Rc.1

2

This is one of the websites I trust for online shopping.

line

Rc.2

3

I feel satisfied using this website for shopping or

Search for product information.

Rc.3

4

I will be returning to this site regularly for information.

Product news

Rc.4

5

When I need to shop, I will prioritize choosing this website to search.

buy

Rc.5

6

I will introduce my friends and relatives to visit and buy.

products on this website

Rc.6

Source: References from theory, previous studies and quantitative research results

calculate


3.2.9. Additional information

In addition to the scales used to survey related concepts, the study also collected other demographic information to serve as a basis for grouping research subjects to serve the purpose of comparing the differences between research indicators on subjects. Specifically, the information is in the following table:

Table 3.9: Additional information about the research subjects


STT

Information

STT

Information

1

Sex

8

Education level

2

Age

9

Income level

3

Marital status

10

Occupational group

4

Average stroke time

11

Product groups of interest

5

Online shopping habits

12

Average order value

6

Website access device

13

Website access form

7

Belief in the future of e-commerce




Source: References from theory, previous studies and quantitative research results

calculate


3.3. Research method


3.3.1. Adjust the scale through group discussion

To clarify related concepts, the study used a focus group discussion method, with a group of 10 individuals (hereinafter referred to as the focus group) who have many years of experience in online shopping, with experience on many different sales websites. The participants included 5 individuals living in Ho Chi Minh City and 5 individuals living in Tay Ninh province, divided into two separate survey sessions and then collected their opinions. The focus group discussion was organized to supplement and adjust the statements to suit the users' perceptions. During the discussion, the content of the statements in the scale (website quality, product quality and relationship quality) was presented for the focus group to comment on and the researcher adjusted them to suit their perceptions and online experiences with 3 specific websites, which are the pages:

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