WebQual을 이용한 인터넷 서점의 서비스 품질 분석

초록

With the rapid growth of the Internet technology, E-Commerce has taken one major way of doing business. However, research on the measurement of E-Commerce service quality, has not been sufficient. Only the evaluation of Web sites has been used to measure indirectly service quality of E-Commerce. Due to paucity of research on the measurement, the robust research result has not been achieved, and some research presented inconsistent results in the same domain. This research used WebQual, a measurement uniquely developed for E-Commerce service quality in England through continuous revisions, to measure E-Commerce quality of four representative Internet Bookstores in Korea. Some statistical analyses were conducted to verify the reliability and validity of WebQaul as a E-Commerce service measurement. According to the research results, WebQual was confirmed as a robust E-Commerce measurement in terms of its reliability and validity. Further, it is identified that E-Commerce service quality, customer satisfaction, and site revisit have positive relationships in sequence.

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