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Title:
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A CONTENT ANALYSIS OF WEB-SITE QUALITY OF ONLINE AUCTION SELLERS |
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Author(s):
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Fen-hui Lin , Chiu-chu Hwang |
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ISBN:
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978-972-8924-89-8 |
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Editors:
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Sandeep Krishnamurthy |
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Year:
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2009 |
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Edition:
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Single |
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Keywords:
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On-Line Auction, Web-Site Quality, Trust, Content Analysis. |
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Type:
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Full Paper |
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First Page:
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105 |
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Last Page:
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112 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Maintaining good web-site quality is essential to gain the trust of Internet potential customers. Thus, it is of great interest
to examine how the highly successful e-auction sellers present their products and project their credibility through their
web-site design and layout. This study seeks to investigate the web-site quality of successful e-auction sellers in Taiwan.
We have chosen the e-auction sellers with the highest customer ratings on Yahoo!Kimo on-line auction in Taiwan and we
have performed a content analysis on a sample of 392 chosen sellers based on fourcriteria: graphics, structure, content
and social-cue design. The web-site design, mostly graphics and pictures are used. However, the quality of the pictures
are not as good and refined as those of the other on-line stores. In their structural design, most of the web-sites presented
all the necessary information. In the content, more than 80% of the web-sites displayed their special logos to re-enforce
their company identity. The most listed product information includes prices, components, characteristics, quarantee,
quality, etc. For the social-cue design, most of the web-sites listed their phone numbers or Internet addresses. In addition,
about half of the web-sites provided the street addresses of the physical stores and their operating hours. |
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