Assessing the Quality of Auction Web Sites

Document Sample
Assessing the Quality of Auction Web Sites Powered By Docstoc
					Assessing the Quality of
  Auction Web Sites
34th Hawaii International Conference on
 System Science, January 3-6, 2001
    Stuart Barnes & Richard Vidgen

      Reporter: Shu-Hwa Chou
   Introduction
   The development of WebQual
   Internet auctions
     Amazon
     eBay
     XQL
   Research design
   Data analysis
   Conclusion
   The B2C and C2C markets have expanded
    rapidly, where community and Internet auction
    sites have played a large part.
   To be successful in the EC marketplace,
    organizations will need to provide high quality
    web sites.
   WeQual is an instrument for assessing user
    perceptions of the quality of web sites.
   WebQual allows comparisons to be made
    between organizations in the same industry, ex:
    UK business School sites, Internet bookshops.
   One business model that is receiving
    widespread attention is the Internet-based
    auctions(B2C, B2B, C2C).
   This paper shows how WebQual was used to
    evaluate the quality of three auction sites:
    Amazon, eBay, and QXL.
The development of WebQual
 WebQual is a structured and disciplined
  process that provides a means to identify
  and carry the voice of the customer.
 The users are asked to rate target sites
  against each quality and each the qualities
  for importance using a 5 point scale.
     WebQual 1.0- information quality
     WebQual 2.0- interaction quality
The development of WebQual
       WebQual 3.0- an integrated view of web site quality

   To test out the WebQual 3.0 instrument, we use the
    domain UK online auction houses.
Internet auctions
   The internet allows auctions to be held at greatly
    lower cost and can involve many more buyers
    than traditional auctions.
   Most sites currently address the fraud issue
    through long and detail trading rules and limited
   Turban et al. (2000) estimate that the Internet
    auction industry will reach $52 billion sales by
Research design
   39 students of a Masters degree in MIS.
   Gave the students a real stake and enabled
    them to gain real experience of browsing,
    bidding, buying, and selling.
      Quality workshop
        “What are the qualities of an excellent auction web
        Put into 5 or 6 groups and combine their qualities.

        A representative structure from each group.
The auctions sites and the auction
   3 sites, 27 qualities, and importance weightings,
    each subject is required to make 108
     eBay(US)  :more than 2 million items in 1500
      categories and one of the highest traffic volumes.
     Amazon(US) :strong brand for online book sales and
      has moved into the auction sector.
     QXL(UK) :QXL’s policy is to expand by acquisition.
The auctions sites and the auction
   All 3 auctions work in the same way
     Buyers  and sellers must register before offering lots
      or placing bids.
     Sellers must give their credit card details before being
      allowed to post items.
     Each has extensive terms and conditions detailing the
      rules and charges.
     All attempt to convey the message that their site is
      secure and they have protection against rogue ones.
Research design
   Each group was given 3 books for sale, one to
    be placed on each site.
   Course leaders placed a course text (Turban
    2000) on each site and encourages all students
    to browse for the item and if interested to make
    a bid.
   This introduced and element of competition- it
    would be possible to buy the course text (retail
    on Amazon is £30)
WebQual questionnaire
   was made available on the Internet.
Data analysis
 39 completed questionnaires.
 Questionnaire were received via e-mail,
  filtered to check for duplicates, and
  converted into SPSS.
 21 individuals bought or sold books (54%).
 Total 39 transactions were made (18:
  amazon, 14: eBay, 7: QXL).
Average and standard deviation information for the questionnaire
Importance rating
   Above upper quartile of 4.22
     Feels safe to complete transactions
     Personal information feels secure
     Can be depended upon to deliver goods/services
     The site is easy to navigate
     Provides accurate information
     Has a good reputation
     Has trustworthy seller
   Amazon site is a clear leader, but 22, 25 and 26.
Weighted   scores= importance rating * the score for each question for each one.

      Weighted scores and the WebQual Index (WQI)
Scale reliability and question
   More interesting is
    conceptual assessment
    of how the web sites
    differ in quality.
   For this, we need a set of
    meaningful, reliable sub-
   The resultant values of α
    averaged at 0.96, quite
   Average α>0.8=> strong
                                 Summary of reliability analysis for
    degree of stareliability
                                 questionnaire categories
Radar chart of WebQual 3.0 subcategories for the three web sites
Site analysis using question
 Amazon UK site stands well over the two
  rivals in term of the qualities assessed.
 The indices make a clear boundary
  enveloping all competitors’ categories
  except “Auction- buying”.
 eBay, US-originated auction house, is able
  to provide a good range of products and
  competitive prices.
Quantitative analysis
   A successful auction site must
     above  all else feel secure to the user.
     need to manage the buyer/seller interaction
 Bad experiences with payment and
  delivery of goods will deter customers from
  using auctions.
 eBay: ability, Amazon: brand image
   WebQual 3.0 has been tested in the domain of
    online auctions and the results show it has a
    significant level of reliability.
   The explore of WebQual 3.0 by identifying
    auction web site characteristics will help
    organizations to improve
     Information  quality
     Interaction quality
     Site design quality