Webographics and Perceived Service Quality: An Indian E-Retail Context

Abstract

Despite of rich perceived service quality (PSQ) research in online context there is no known study which has comprehensively explored difference in PSQ within webographic characteristics (WC) of e-shoppers. With the said objective, an online survey has been administered to 308 respondents, who have done at least one e-purchase in past six months from major e-retailers in India. Hypotheses for seven WC i.e. computer experience, internet experience, ability to use internet (webskill), usage level, connection speed, mobile operating system and data plan have been tested by applying Kruskal-Wallis (H Test) and Mann-Whitney test. No significant differences with respect to PSQ within different WC have been found, except within webskill and data plan categories. A post hoc test confirmed statistically significant difference within fair-very good and good-very good webskills with respect to PSQ.

Keywords: webographics; electronic retail; perceived service quality; computer experience; internet experience; webskill; usage level; connection speed; mobile operating system; data plan