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Investigating the construct validity of quality measures influencing online shopping in a South African context

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  • Hung-Joubert Yu-ting

    (University of South Africa, Pretoria, South Africa)

Abstract

Online shopping has become popular over the years and is a widely used way to purchase goods and services. For online retailers to succeed, it is important that they have a quality website to attract and retain customers. The aim of this study was to investigate the construct validity of three respective measurement instruments related to website quality factors, namely; system, information and service quality factors, which may influence consumers within the online shopping environment in a South African context. Primary data was collected through self-administered questionnaires. The demographic and online shopping profile of the sample are presented and followed by confirmatory and exploratory factors analyses on the three instruments. The confirmatory factor analysis found poor fit for the original hypothesised models for each of the scales; further exploratory factor analyses revealed slightly different dimensionalities underlying the scales, yet these were still somewhat aligned with the theoretical framework from which the original scales were derived. Despite this, the study provides a platform for future revision of the scales and future research into website quality factors within the online shopping environment in a South African context.

Suggested Citation

  • Hung-Joubert Yu-ting, 2017. "Investigating the construct validity of quality measures influencing online shopping in a South African context," Management & Marketing, Sciendo, vol. 12(3), pages 376-401, September.
    • Handle: RePEc:vrs:manmar:v:12:y:2017:i:3:p:376-401:n:3
    DOI: 10.1515/mmcks-2017-0023
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    References listed on IDEAS

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    1. Prabha Ramseook-Munhurrun, 2012. "Perceived Service Quality In Restaurant Services: Evidence From Mauritius," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 5(3), pages 1-14.
    2. Thomas Srinivasan & Prashant S. Pillai & Abdul Qadir & Ravi S. Sharma, 2013. "Functional Modelling and Analysis of IDM E-Tailer Platforms," International Journal of E-Business Research (IJEBR), IGI Global, vol. 9(3), pages 38-59, July.
    3. Ming-Tsang Hsieh & Wen-Chin Tsao, 2014. "Reducing perceived online shopping risk to enhance loyalty: a website quality perspective," Journal of Risk Research, Taylor & Francis Journals, vol. 17(2), pages 241-261, February.
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