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Evaluating Website Quality: Applying Cue Utilization Theory to WebQual

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1 Author(s)
Phil Longstreet ; Washington State Univ., Pullman, WA, USA

Cue Utilization Theory is applied to examine the relative importance of each of the WebQual dimensions (Informational Fit-to-Task, Tailored Information, Trust, Response Time, Ease of Understanding, Intuitive Operations, Visual Appeal, Innovativeness, Emotional Appeal, Consistent Image, On-line Completeness, and Relative Advantage) in determining consumers' evaluation of website quality. Two studies have been designed for this task. Study 1 qualifies how subjects rate the predictive value (PV) and confidence value (CV) of each dimension. An analysis of these results provides an ability to fit the WebQual dimensions to a 2×2 model showing the relative magnitude that each dimension has on consumers' evaluation of website quality. Study 2 is designed to test the viability of the model via a set of proposed hypotheses. The results from this research will contribute to the field by providing a model that developers can utilize to focus on those characteristics most deterministic of overall website quality.

Published in:

System Sciences (HICSS), 2010 43rd Hawaii International Conference on

Date of Conference:

5-8 Jan. 2010