Evaluating website repeat usage using webqual 4.0: a guide for e-commerce business
Mamun Sutisna (a*), Arifyan Dwi Prayogo (b), Ira Siti Sarah (a)
a) Business Administration Department, Politeknik Negeri Bandung, Indonesia
*mamun.sutisna[at]polban.ac.id
b) Partograf Digital, Bandung, Indonesia
Abstract
The combination of Internet penetration and huge young and tech-savvy population support the rapid growth of the e-commerce sector in Indonesia. This growth has made online market extremely competitive. New businesses, platforms, and complimentary services are entering the market almost every day, but to sustain it as a profitable e-commerce business requires significant amounts of marketing experience and information system knowledge. This study tests e-commerce website repeat usage by analyzing the website quality using webqual 4.0, which consist of usability quality, information quality, and service interaction quality. A total of 200 respondents in Bandung, Indonesia was asked to fill in an online questionnaire. The data collected was analyzed using regression analysis. Finding from this study imply a high influence of website quality to potential repeat usage. Therefore, this study urges the business owner to interact with visitors using website tools, besides improving usability and information quality of the website. Improving visitor interaction on a website will make the shopping experience more engaging. Engagement means the interest of the visitor is sustained by relevant and helpful content or interactions. The more engaged your visitor is, the better potential of conversion from website visitor to customer will be.
Keywords: e-commerce, website repeat usage, webqual
Topic: Entrepreneurship & Technopreneurs