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Title:
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MEASURING E-COMMERCE SATISFACTION: REWARD ERROR AND THE EMERGENCE OF MICRO-SURVEYS |
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Author(s):
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Roland Sparks , Nick Desai , Perumal Thirumurthy , Cindy Kistenberg |
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ISBN:
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972-8924-23-2 |
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Editors:
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Sandeep Krishnamurthy and Pedro Isaías |
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Year:
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2005 |
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Edition:
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Single |
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Keywords:
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E-Commerce, Reward Error, Micro-Surveys, Measuring Consumer Satisfaction, Likert Scale, Online Surveys |
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Type:
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Full Paper |
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First Page:
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44 |
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Last Page:
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50 |
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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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With advancements in technology and communication, e-commerce continues to grow at an amazing rate. In the United States alone, e-commerce sales totaled $81 billion in 2005 and are expected to grow to $144 billion by 2010. But with this growth comes a pricegreater distance between buyer and seller. Loss of face-to-face contact increases both the importance and difficulty of measuring post-purchase consumer satisfaction for e-commerce transactions. The current method of measurement, using self-administered online surveys, creates new errors. This paper introduces the concept of reward error in survey data due to low-involvement people answering surveys without fully reading the questions. Results indicate that on average a low-involvement person reads only the first two questions of a survey and completes the rest of the survey without reading the remaining questions. This reward adds an average error of 4.11% to the survey results. Eliminating rewards saves costs and eliminates reward error in surveys. If rewards are used to increase responses, micro-surveys containing only one or two questions are recommended to minimize reward errors. |
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