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Title:
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EXPOSING INFLUENCE OF USERS ORIENTATION IN MEASURING WEBSITE QUALITY AN APPLICATION OF Q-METHODOLOGY |
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Author(s):
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Jungwoo Lee, Hyejung Lee |
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ISBN:
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978-972-8939-55-7 |
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Editors:
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Piet Kommers, Ji-ping Zhang, Tomayess Issa and Pedro Isaías |
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Year:
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2011 |
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Edition:
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Single |
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Keywords:
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Website quality, website quality assessment, usability, users orientation, university website, Q methodology |
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Type:
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Full Paper |
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First Page:
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143 |
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Last Page:
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150 |
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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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Websites are proliferating since the advent of Internet as channels of promotion and communication. Till now, a reasonable number of website quality assessment tools had been developed and used academically and practically. However, as technology advances, users expectation changes and consequentially the measures of assessment may need to be changed. At least, their relative weights are expected to be different. The goal of this study was set to develop an updated quality assessment tool, especially for university websites, reflecting recent technological advances and preferential changes of younger generation. Fifty seven assessment measures were identified through an in-depth analysis of fifty two in-class reports on younger generations foci of website quality assessment. These fifty seven measures were put into a Q methodology process conducted by twenty one panelists. As a result, all fifty seven measures were found to be adequate in measuring the quality of university websites. Also, it was found that users maintain different orientations in their perception of website quality. Three different orientations were identified: Use-oriented, Goal-oriented, and Information-oriented. These orientations may undermine the adequacy of quality measures, if not considered properly in developing and executing website quality assessment. Further studies are necessary to expose the theoretical underpinnings of this finding. |
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