Satisfaction with a Web Site: Its Measurements, Factors, and

Satisfaction with a Web Site: Its Measurements, Factors, and

Prof. Dr. Paul Alpar
Satisfaction with a Web Site:
Its Measurements, Factors, and
Correlates
Prof. Dr. Paul Alpar
Philipps-Universität Marburg
Fb. Wirtschaftswissenschaften
Inst. für Wirtschaftsinformatik
Universitätsstraße 25
D-35037 Marburg
Phone: +49-6421-28 3703
Email: [email protected]
http://alpar.wiwi.uni-marburg.de
Contents
1. Introduction
2. Related research
3. Measurement Instrument
4. Instrument Validation
5. Measurements Results
6. Correlates of Satisfaction
7. Outlook
Universität Marburg
1
Prof. Dr. Paul Alpar
A summary of related research
Reference
Evaluators
Data gathering
Evaluation
goal
Boling 1995
Students,
parents,
faculty, and
staff
Observation and
usage logs
Usability
Fitzelle Jr. /
Trochim 1996
Students
Questionnaire
Effectiveness
Bonanno 1996
Students
Bulletin board and
e-mail messages
Effectiveness
Trochim /
Hover 1996
Students
Brainstorming
Effectiveness
Bowen 1996
No explicit
evaluation
Usage logs and
exam results
Effectiveness
Ho 1997
“Experts”
Counting of site
features
Feature
richness
Selz /
Schubert 1997
Not specified
Questionnaire
Sales
transaction
support
Lohse /
Spiller (1998)
No explicit
evaluation
Inspection of on-line User interface
store features and
design
usage logs
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2
Prof. Dr. Paul Alpar
Original USW survey instrument
Ease of use
1.Response speed
2.Navigation support
3.Choice between graphics and
text
4.Choice between presentation
with or without frames
5.Use of new web technologies
(e.g., Java, virtual reality)
Information content
1.Quantity
2.Quality
3.Currency
4.Integration with other
communication of the company
(e.g., TV spots)
5.Links to other web sites with or
without relationship to company
products (e.g., product tests or
cultural events)
6.Database queries
7.Customized information (e.g.,
the calculation of an individual
insurance policy)
8.Availability of downloadable
documents, programs, forms
Entertainment value
1.Amusing
2.Exciting
Interactivity
1.Transaction support
2.Active requests for e-mail
contacts
3.Dialogue possibility via livechats (synchronous
communication)
4.Dialogue possibility via blackboards or asynchronous
discussions groups
Overall satisfaction
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Very bad
Very bad
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Very good
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3
Prof. Dr. Paul Alpar
Calculation of USW
USW
=
∑ xw
∑ w
i
i
i
i
i
Where
xi = evaluation of item i by a visitor
wi = importance of item i assigned by a visitor
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4
Prof. Dr. Paul Alpar
Instrument Validation
•
Reliability
•
Content validity
•
Construct validity
•
Criterion-related validity
– predictive validity
– correlative validity
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5
Prof. Dr. Paul Alpar
Factors of user satisfaction
with web sites
Factor
Ease of
use
Information
content
Additional
information
Interactivity
α
Cronbach-α
0.6886
0.8202
0.7550
0.8016
Items
Speed
(0.65)
Quality
(0.77)
Databases
(0.70)
Live-chats
(0.85)
Graphics
(0.65)
Exciting
(0.75)
Downloads
(0.63)
Discussion
groups
(0.84)
Navigation
(0.63)
Currency
(0.72)
Customization
(0.62)
E-mail
(0.66)
Frames
(0.53)
Amusing
(0.71)
Integration
(0.55)
Transactions
(0.53)
Quantity
(0.69)
Frames
(0.55)
Links
(0.52)
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6
Prof. Dr. Paul Alpar
Results of Evaluations with the USW
Instrument
Industry
Media
(Magazine)
Media
(Magazine)
Media (TV)
Media (TV)
Media (TV)
Media (TV)
Finance
(bank)
Finance
(bank)
Retail
Retail
Retail
Retail
Food
(ice cream)
Food
(soups)
Food
(coffee)
Food
(chocolate)
Restaurants
Packaged
goods
Packaged
goods
Manufacturing
Manufacturing
Media (online service)
Media
(radio)
Company
Rating
or
Mean
SD
Product
Spiegel
4.563 0.809
Focus
4.487
0.729
ZDF
ARD
Pro7
SAT1
Bank 24
4.565
4.362
4.362
4.140
4.296
0.796
0.797
0.774
0.928
0.836
Advance
Bank
My-world
(Karstadt)
Quelle
Otto
Neckermann
Langnese
4.189
0.879
4.396
0.979
4.315
3.978
3.943
Difference Number Evaluated
significant? of
in
Raters
No
120
May 1997
122
May 1997
159
160
161
160
122
May 1998
May 1998
May 1998
May 1998
May 1997
119
May 1997
No
122
May 1997
0.844
0.831
0.777
Yes
No
122
177
183
May 1997
Nov. 1997
Nov. 1997
4.481
0.812
Yes
175
Nov. 1997
Maggi
4.316
0.890
Yes
172
Nov. 1997
Jacobs
4.182
0.952
Yes
178
Nov. 1997
Ritter
Sport
Mc
Donald’s
Henkel
3.678
1.010
159
May 1998
4.043
0.986
160
May 1998
4.111
0.902
122
May 1997
Procter & 3.911
Gamble
Mercedes 4.431
Benz
Audi
4.186
1.030
120
May 1997
122
May 1997
0.934
121
May 1997
5.08
0.894
31
Dec. 1997
4.8
0.800
561
Sep. 1997
Universität Marburg
0.969
Yes
No
Yes
No
Yes
Yes
7
Prof. Dr. Paul Alpar
Importance versus Rating of Items
Response speed
Navigation support
Choice between graphics and text
Keywords search within the site
Information quantity
Information quality
Information currency
Amusing
Exciting
Active requests for email contacts
Dialogue via live-chats
Dialogue via blackboards/discussion groups
Transaction support
Links to other web sites
Downloadable documents, programs, forms
Data base queries
Customized information
1,000
2,000
3,000
4,000
5,000
Mean
Importance
Universität Marburg
Rating
8
6,000
Prof. Dr. Paul Alpar
Correlates of satisfaction
•
Demographics
•
Internet experience
•
Habits
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9