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MEASURING QUALITY OF E-COMMERCE WEB SITES: CASE OF

LITHUANIA
Vida Davidaviien1, Jonas Tolvaias2
1

Vilnius Gediminas Technical University, Lithuania, vida.davidaviciene@vgtu.lt

2
Vilnius Gediminas Technical University, Lithuania, jonastol@gmail.com

Abstract
Increasing turnover of e-commerce in the world points out the significance of research of the ecommerce web sites evaluation, design solutions, quality assurance, consumers behaviour on the web, and
the factors influencing behaviour of consumers. The objective of the paper is to identify the criterions of
quality evaluation of e-commerce websites considering peculiarities of consumers behaviour of the
Lithuania. The quality factors of an electronic commerce (e-commerce) website and services are analyzed.
The study of website quality models is presented and the most common factors of the website quality
assessment are selected. In order to evaluate these factors, the survey of Lithuanian online store visitors is
performed with the focus on the browsing features of Lithuanian internet users. According to the survey
results, the key quality factors needed to evaluate an e-commerce website in the Lithuania are identified.
These factors allow developing a conceptual e-commerce website quality evaluation model, and evaluation of
6 Lithuanian e-shops presented.
Keywords: Consumer Research, Customer Behaviour, Research and Development, E-commerce
Quality, Web Site Quality.
JEL Classification: M31, M39, O32, O33.

Introduction
Development of information and communication technologies (ICT) becoming more powerful in the
economical sector. ICT development has not only advantages, but also causes certain challenges for
organizations and for consumers as well (Davidaviien, 2008). The web site of a company becoming one of
the important tools in competitive environment, but its no guaranty that company will gain competitive
advantage in the market by creating website. Increasing turnover of e-commerce in the world points out the
significance of research of the e-commerce web sites evaluation, design solutions, quality assurance,
consumers behaviour on the web, and the factors influencing behaviour of consumers.
A lot of scientific researches in the field of e-commerce quality measurement (Alba et al., 1997; Sloim
& Gateau, 2001; Janda et al., 2002; Santos, 2003; Cao at al., 2005; Dholakia & Zhao, 2009; Davidaviien
et al., 2009; Guseva, 2010), quality assessment of website structure (Barns & Vidgen, 2003; Parasuraman et
al., 2005; Aladwani, 2006; Loiacono et al., 2007), e-commerce behaviour (Qin Su et al., 2008; Hashim et al.,
2009; Dennis et al., 2009; Alzola & Robaina, 2010), ICT or website security (Stewart, 2004; LST ISO/IEC
27002:2009; Radovanovic et al., 2010) etc. are executed resent years. Still, the object and subject of the
researches are changing rapidly (these changes are caused by lot of factors such as economical, cultural,
social, political, technological environment, etc.), the new evaluation methods are needed for complex
evaluation of e-commerce solutions and website quality. The country peculiarities should be evaluated and
involved in the e-commerce quality measurement model as well. These circumstances frame the topicality of
this subject.
The objective of the paper is to identify the list of criterions for quality evaluation of e-commerce
websites considering peculiarities of consumers behaviour of the Lithuania, and to precede evaluation of 6
Lithuanian e-commerce websites.
Research methodology employed: systematic analysis and survey that allowed disclosing e-commerce
quality measurement criterions. In performing the research there were used methods of comparison,
structured questionnaire, data analysis, observation and multiple criteria evaluation.

Criterions for website evaluation

In order to identify key criterions for evaluation of e-commerce websites the existing methods and
models, such as: VPTCS (Sloim et al., 2001), based on TAM ir SERVQUAL model (Cao et al. 2005), a
model of virtual service quality dimensions (Santos, 2003),WebQual model (Barnes & Vidgen, 2003), Web
Quality Model (WQM) model (Calero et al,. 2005), E-S-QUAL model (Parasuraman et al. 2005), 2QCV3Q
quality measurement meta-model (Mich et al.,, 2003), WebQual TM quality evaluation model (Loiacono et
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al. 2007), IRSQ criterions list (Janda et al.2002), EtaiQ model (Wolfinbarger & Gilly, 2003), PeSQ model
(Cristobal et al., 2007), Netqual web products quality evaluation system (Bressolles, 2004) were investigated
and evaluated. Scientists emphasize different elements of quality evaluation of website. Calero et al. (2005)
analysis the website quality from three different points of view: consumer, designer and owner. Qin Su et al.
(2008) used 6 dimensions for analysis of degree of consumer satisfaction using e. services: quality of service
provided, customer service, management of processes, ease of use, the quality of information and design of
the website. Cao el al. (2005) analyzed the quality based on the principle of information systems and
identified four essential elements: information, services, system quality and attractiveness. Alzola and
Robaina (2010) only two major phases of the evaluation of e-services: phase before and phase after the sale,
and pointed out importance of added value. Santos (2003) distinguishes passive and active categories of
elements of the website quality. Parasuraman et al. (2007) and Zeitmal (2002) highlights the importance of
reaction to the consumer named problems.
As a reason the different types of websites (informative, commercial, educational, entertainment) can
be named. The evaluation methods and models of such researches depend on target group (consumer,
designer, website owner) interests and perceived quality. The 5 most important criterion groups were
identified (easy to use, navigation, security assurance, real time help, and content).. The other kind of
criterions should be evaluated also, but their significance depends on consumer behavior habits (design, easy
search, image created, etc.), macro environment (reliability, loading time, innovativeness, etc.) which could
be determined by country specifics. Deeper analysis of 7 models was preceded (table1).
Table 1. E-commerce web site quality evaluation models analysis
Model of
Dimension
Easy to use
Navigation
Security assurance
Help (real time)
Content
Design
Easy search
Reliability
Loading time
Image created
Innovativeness
Contact details
Language/
currency
alternatives
Update frequency
Availability
Domain
(easy
to
remember)

Loiacono et
al., 2007

Parasuraman,
et al. 2007

+
+
+
+
+
+
+
+

+
+
+
+
+
+
+
+

+
+

Cao et
al.,
2005
+
+
+
+
+
+
+
+
+

Calero et
al., 2005

Santos,
2003

+
+
+
+
+

+
+
+
+
+
+
+
+
+

+
+

Barnes &
Vidgen,
2003
+
+
+
+
+
+

+
+
+
+
+
+

+
+

+
+
+

+
+
+
+
+

+
+

Mich et
al., 2003

+
+
+

The analysis enabled to identify key elements for e-commerce websites quality evaluation. In most
cases the authors emphasize the quality of such items as website navigation and clear layout of information,
ease of use, content, real-time support, reliability, security, design and ease search (Davidaviien &
Raudelinien, 2010; Loiacono et al., 2007; Parasuraman et al., 2007; Cao et al., 2005; Calero et al., 2005;
Santos, 2003; Barnes & Vidgen, 2000; Barnes & Vidgen, 2003; Mich et al., 2003). Evaluating the ecommerce website quality the following criterions should be included: simplicity of product search, ordering,
payment process, security provisions, adequacy of delivery types for target audience, order status tracking
capabilities, product return process, loyalty programs.
The survey enabled to identify specifics of navigation and quality perception of Lithuanian consumers.
The sample size: people who buy online, 8.5% in year 2009 of Lithuanian population (Ministry of Statistics
Department, 2010). The survey involved 81 respondents (43 men and 38 women). Respondents' age average
- 26.8 years. Their computer literacy respondents rated six points (in seven point scale). Indicating the causes
of online shopping the respondents highlighted a lower price of the goods (29%), convenience and simplicity
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(22%), lack of time (19%), greater diversity of goods (16%), opportunities in the Internet (6%), will to try
something new (4%), entertainment (2%), etc. The results confirm that the website functionality and
attractiveness are important elements for the consumer and becoming a critical factor. The survey of ecommerce website quality evaluation factors of Lithuanian consumers (carried out in scale from 1 to 7)
confirm the results of other scientists (Loiacono et al. 2007; Parasuraman et al. 2007; Cao et al. 2005; Calero
et al. 2005; Santos, 2003; Barnes & Vidgen, 2003; Mich et al. 2003).
The most important elements of assessment of e-commerce quality in Lithuania (blue) align with the
Qin et al. (2008) carried out in China (red color) of a similar (figure 1). There are compared those elements,
which were analyzed in both (Qin et al. 2008 and Lithuanian) surveys.

Figure 1. Quality elements for e-commerce success

The differences of results can be caused by cultural differences, user experience when browsing the
Internet and technological changes. For Lithuanians the most important factors are: reliability (6.4), website
tracability (6.26), navigation (6.14), content (5.93), ease search (5.9), and safety (5.84). The other elements
(multilingual, multi-currency option, design, image of the website) are actual for the consumers, but wasnt
mentioned among most important. The biggest differences of consumer approach were identified to such
elements: website traceability, website navigation, response time factors.
Investigation showed (figure 2) that Lithuanian consumers find, as most complicated, such e-shopping

Figure 2. Evaluation of e-shopping process

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processes steps: return of the product (3.12 out of 7 points), and communication with the seller (4.26 out of 7
points). The exchange a purchase (5.81) or confirming the order (5.7) was thought as quite clear processes.
The assessment of e-commerce websites revealed the importance of the delivery on time (5.75), easy
to find goods or services (5.66), easy comparison of products or services (5.45), the order status tracking
possibilities (5.35), and rapid response (real time) (5.24).
Empirical research results comparison with previous studies revealed minimal changes in consumer
behavior. As reasons of identified differences should be name the consumers' online browsing habits and
skills change, technological changes and geographical aspects.
The result of the literature analysis and survey - the list of 129 criterions for evaluation and
comparison of e-commerce websites were created. Key element groups: basic elements of website,
reliability, easy to use, information quality, design, interactivity, added value, and order process.

Model of quality evaluation of e-commerce websites

E-commerce website quality evaluation model was formed after the research (figure 3). The real and
virtual environments are separated in the model. The quality factors are divided into different levels: user
level and developer level.

Figure 3. The model of e-commerce website quality evaluation

Focus was on user level analysis, which consists of passive and active elements, and two phases phase before the product or service purchase and after the order (outcome quality). Consumer needs.
Concerning the goals of the organization, it is necessary to analyze and define the potential profile of
consumers taking into account the fact that consumers will pay attention to the online trading company's
reputation and image. Specifics of virtual retail. The website should eliminate the lack of real-seller
consultation feeling for consumer by interactive elements and exploit advantages of virtual environment.
Basic elements in virtual environment are binding website elements. In order of importance, they are
located in the following order: expediency, traceability, domain, software, hardware and maintenance.
Passive elements in virtual environment directly intended to meet the needs of Internet users. The consumer
directly involved with them in buying products or services online process. In order of importance, they are
located as follows: the reliability, ease of use, quality of information, and design. Active elements in virtual
environment are the elements, which efficiency can be evaluated by consumer begin to use all services
provided. In order of importance, they are located in the following order: interactivity, added value for
consumers, and of the order process. Buying process: there are two phases (before and after) of ordering
products or services. The first phase begins at the moment when a potential buyer enter the website (at this
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stage the buyer evaluating is it easy to use, quality of the information, services offered and the benefits of
interactivity). Phase ends after the payment made. Then begins the second phase in which the consumer
expects that the products or services will be as described, the convenient on time delivery as promised, and
rapid solving of emerging problems. The model of e-commerce website quality evaluation assesses all
processes of e-shopping and provides logical and systematic structure of quality assessment.

Evaluation of Lithuanian e-shops

The evaluation of 6 Lithuanian e-shops was preceded following the concepts of created e-commerce
websites quality evaluation model. The list of 129 criterions for evaluation was engaged. Six e-shops (selling
household appliances and Electronics) were chosen randomly for evaluation: www.pigu.lt, www.neriba.lt,
www.butis.lt, www.vektrona.lt, www.preka.lt, www.troliai.lt. Principle of evaluation if website meets the
quality requirement of the element that element should be evaluated by the assessment one point (table 2).
Table 2. Evaluation results of Lithuanian e-shops
Category
(max
evaluation)
Basic
elements (27)
Reliability
(10)
Easy to use
(19)
Information
quality (22)
Design (10)
Interactivity
(14)
Added value
(17)
Order process
(19)
Total (138):

www.pigu.lt

www.neriba.lt

www.buitis.lt

www.vektrona.lt

www.preka.lt

www.troliai.lt

23

22

19

18

12

11

10

10

15

15

14

14

21

19

17

15

9
7

9
9

8
7

8
7

6
2

2
5

13

13

17

15

11

115

112

87

77

48

45

The evaluation showed, that two websites www.pigu.lt www.neriba.lt meets quality requirements.
These two e-commerce websites has the highest evaluation of users (highest page ranking and number of
unique visitors per day (table 3). In determining the rank of the website, loading time and server vendors the
data from website www.alexa.com were analyzed. The e-mails (with inquiries about website statistic data)
were send for owners of those e-commerce websites, which data wasnt available there.
Table 3. Statistics of evaluated websites
E-shop
www.pigu.lt
www.neriba.lt
www.buitis.lt
www.vektrona.lt
www.preka.lt
www.troliai.lt

Unique visitors
19000
6000
400
2200
450
120

Page Rank
6
6
3
4
1
3

Websites with more than a five grade scores may be attributed to the well-known and useful to
consumers. Higher than the five grade scores and evaluation score got www.pigu.lt and www.neriba.lt. The
conclusions from the research are that other e-commerce websites should pay more attention to weak links
and to improve quality. First of all the ranking shows the quality of website, and if the ranking scores are low
the website owners should precede the detail evaluation in order to indicate weaknesses and to take measures
to eliminate them.
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Conclusions
The Internet has become an important strategic weapon in today's competitive business environment.
With increasing popularity of e-commerce, there is a need to assess the quality of e-commerce websites.
Results of e-commerce website quality evaluation models analysis shows that main criterions of evaluation
should be named such as: easy to use, navigation, security assurance, real time help, and content. Other
criterions should be picked up concerning the country macro environment and consumer behavior.
The list of 129 criterions for evaluation was prepared concerning survey results of consumers of
Lithuania. Six e-shops (www.pigu.lt, www.neriba.lt, www.butis.lt, www.vektrona.lt, www.preka.lt,
www.troliai.lt) were evaluated using the proposed model. This research lead to conclusion, that first
indicator of website quality is official page ranking. If this ranking low, the owners should pay more
attention and efforts to analyze quality (using systematic approach), and after evaluation proceed the
changes of week elements (parts) of the website.

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