Measuring quality of e-commerce web sites: case of Lithuania

Abstract

Increasing turnover of e-commerce in the world points out the significance of research of the e-commerce web sites evaluation, design solutions, quality assurance, consumers’ behaviour on the web, and the factors influencing behaviour of consumers’. The objective of the paper is to identify the criterions of quality evaluation of e-commerce websites considering peculiarities of consumers’ behaviour of the Lithuania. The quality factors of an electronic commerce (e-commerce) website and services are analyzed. The study of website quality models is presented and the most common factors of the website quality assessment are selected. In order to evaluate these factors, the survey of Lithuanian online store visitors is performed with the focus on the browsing features of Lithuanian internet users. According to the survey results, the key quality factors needed to evaluate an e-commerce website in the Lithuania are identified. These factors allow developing a conceptual e-commerce website quality evaluation model, and evaluation of 6 Lithuanian e-shops presented.