QUALITY EVALUATION OF INTERNET PURCHASES: THE CASE OF CLOTHING SECTOR
Keywords:internet purchases, quality evaluation, model, internet purchase process, internet shopping websites, quality factors, SERVQUAL model
AbstractInternet purchases is a phenomenon that rapidly grow in popularity, therefore increasing competition between internet shopping websites brings to one’s attention the importance to properly evaluate quality of these services as well as to know what quality factors are most important for customers and have influence on their decision to buy online. Quality evaluation of internet purchases is important for all parties of this business. The aim of this paper is to prepare the model of internet purchases process and in accordance with this model to identify clothing sector internet shopping websites the most important quality factors for Lithuanian customers.
The factors mostly mentioned in literature are related to content quality of website and its technical and ease-of-use aspects. In this paper authors propose internet purchases quality evaluation model, where 5 purchase stages are distinguished and ascribable quality factors are assigned for each stage. Created model helps to have a look into internet purchase process from a different angle than it was done by other authors. Whereas the model offered in this paper could be more effective, on purpose to use it in practice and to evaluate particular internet shopping site’s strengths and weaknesses, also in pursuance of its better quality. Accomplished approbation of the offered model and its successive adjustment confirmed the practical application of this model for evaluation of clothing sector objects of internet purchases. Although the model was created purely on the basis of clothing sector’s example it can be easy adapted for the evaluation of other sectors’ quality factors, because flexibility and adaptability are the main advantages of this model.