The impact of use and user characteristics on the perceived importance of web quality dimensions

Abstract

The objective of this study was to examine how user characteristics affect perceived importance of web quality dimensions. We identified 15 quality dimensions from the literature and used a survey research method to examine how they are affected by gender, age, web skills of users, and purpose for using the Web. In addition, the effect of education, place of Internet access, and time spent on the Web were explored, but not statistically tested. Responses from the 260 participants of the survey were analysed using descriptive statistical methods, independent samples t-test, one-way ANOVA, and factor analysis. The results showed that, of the four purposes explored, communication is the most frequent purpose for using the Web, followed by information seeking, entertainment, and purchasing. Accessibility, content quality, and security were the most important dimensions overall. However, the importance of the dimensions differed for each purpose. Content quality was the most important dimension for information seekers, security for purchasing users, and accessibility for entertainment users. Of the four examined user characteristics, the purpose for using the Web and age affected the perceived importance of web quality dimensions the most. Gender and web skills also demonstrated some impact, but only a few differences were significant. Factor analysis revealed correlations between 13 out of 15 quality dimensions. The dimensions were loaded onto four factors that we labelled: (1) playfulness, (2) trust, (3) content, and (4) navigation. Accessibility and assistance did not correlate with any other dimensions. The findings of the factor analysis may help in designing web quality instruments, as the number of examined dimensions may be reduced and they also help to demonstrate how users perceive dimensions.