Measuring user perceived service quality of online auction sites |
| |
| Authors: | Chung-Tzer Liu Yi Maggie Guo Tzong-Yin Hsieh |
| |
| Institution: | 1. Department of Business Administration, Soochow University , Taipei , Taiwan, Republic of China kevinl@scu.edu.tw;3. Department of Management Studies, University of Michigan-Dearborn , Dearborn , MI , USA;4. Department of Business Administration, Soochow University , Taipei , Taiwan, Republic of China |
| |
| Abstract: | This study proposes a measure for online auction sites' service quality (OA-SQ). The conceptualisation is based on a literature review of service quality research and an analysis of the unique characteristics of online auctions. A pilot study refined the initial scale. A second survey data set tests the final scale. Results of both exploratory and confirmatory factor analysis show high construct validity of the scale. The scale includes 24 items for seven dimensions: efficiency, system availability, privacy/security, compensation, personalisation, playfulness, and reputation. |
| |
| Keywords: | service quality online auction customer satisfaction electronic commerce |
|
|
