Yoo and Donthu’s SITEQUAL
9-Item Scale of Perceived Quality of Internet Shopping Site
Read “VERY” carefully
Visit an Internet shopping site where you already have shopped or not, spend some quality time with it,
and evaluate the site, using the survey of next pages. Some examples of Internet shopping sites are
Amazon.com, Buy.com, Outpost.com, Wine.com, and Walmart.com.
The name of the Internet shopping site you have visited: http://www.
.com
In the questions below, please indicate the extent to which you agree or disagree with each statement.
For example, if you SOMEWHAT AGREE with a particular statement, you would fill the "4" at the [ ] of
the statement. There are no right or wrong answers - just give your honest evaluation of the site.
[
[
[
[
[
[
[
[
[
]
]
]
]
]
]
]
]
]
Strongly
Disagree
Somewhat
Disagree
1
2
Neither
Disagree
Nor agree
3
Somewhat
Agree
Strongly
Agree
4
5
This site is convenient to use.
It is easy to search for information.
This site is colorful.
This site is creative.
This site shows good pictures of the products.
It is easy to access the results.
This site has quick process.
This site ensures me of security.
I am confident of security with this site.
For details of the scale, please read Boonghee Yoo and Naveen Donthu (2001), “Developing a Scale to Measure the
Perceived Quality of an Internet Shopping Site (SITEQUAL),” Quarterly Journal of Electronic Commerce, 2 (1),
31-47. The paper is available at http://people.hofstra.edu/Boonghee_Yoo/papers/2001_QJEC_SITEQUAL.pdf
Feel free to communicate with Boonghee Yoo for any questions related to the measure.
Dr. Boonghee Yoo
Professor of Marketing
Marketing and International Business Department
Frank G. Zarb School of Business
Hofstra University
Hempstead, New York 11549 USA
Phone: (516) 463-4242, Fax: (516) 463-4834, E-Mail: mktbzy@hofstra.edu
TABLE 1
A LISREL Completely Standardized Solution
Dimensions and Items
Factor
Loadings
t-value
Ease of Use
Q1
This site is convenient to use.
Q2
It is easy to search for information.
0.96
0.51
7.72
5.75
Aesthetic Design
Q3
This site is colorful.
Q4
This site is creative.
Q5
This site shows good pictures of the products.
0.77
0.60
0.51
9.15
7.48
6.47
Processing Speed
Q6
It is easy to access the results.
Q7
This site has quick process.
0.83
0.77
11.02
10.41
Security
Q8
This site ensures me of security.
Q9
I am confident of security with this site.
0.65
0.93
7.37
8.90
n = 187.
The fit indexes of the SITEQUAL measurement model of nine items
The chi-square statistic = 32.07 with 21 degrees of freedom. CFI = 0.97; IFI = 0.98; NNFI = 0.96; SRMR =
0.044; RMSEA = 0.054; GFI = 0.97; and AGFI = 0.93.
TABLE 2
Intercorrelations Among the SITEQUAL Dimensions:
A LISREL Completely Standardized Solution
Dimensions
Ease of
Use
Aesthetic
Design
Ease of Use
Aesthetic Design
Processing Speed
Security
1.
0.37****
0.45****
0.21**
1.
0.30***
0.24**
1.
0.44****
1.
Reliability Coefficient
Variance Explained for
0.72
0.59
0.74
0.50
0.78
0.64
0.78
0.64
Mean
Standard Deviation
4.10
0.86
3.79
0.83
3.62
0.95
3.63
0.98
* p < 0.05. ** p < 0.01. *** p < 0.001. **** p < 0.0001. n = 187.
Speed
Security
TABLE 3
The Effects of SITEQUAL Dimensions on Relevant Constructs:
Results of Multiple Regression Analysis
Variable
Intercept
Overall
Site Quality
0.39
Site
Loyalty
Site
Equity
Attitude Site Revisit
Toward Site Intention
0.82*
0.62
0.69*
1.29**
Purchase
Intention
1.67**
Product Category
Apparel
-0.10
-0.24
-0.23
-0.41*
-0.29
-0.25
Auctions
-0.37
-0.26
-0.25
-0.68*
-0.92*
-0.36
Books and magazines
-0.01
-0.42
-0.01
-0.34*
-0.25
-0.81*
Computer hardware
-0.11
-0.48
-0.06
-0.46
-0.35
-1.29*
DVDs and videos
Electronics
Food and drink
Gifts and flowers
Health and beauty
Home and garden
Music
-0.34
-0.28*
0.00
-0.37
-0.35
-0.26
-0.17
0.44
-0.84**
-0.32
-0.61
-0.77
-1.42
0.02
0.18
-0.91***
-0.02
-0.08
-0.86*
-0.04
-0.18
-0.05
-0.61***
-0.36
-0.45
-0.64*
-0.48
-0.06
-0.14
-0.85***
-1.15**
-0.56*
-0.91*
0.01
0.12
0.27
-1.20***
-1.61**
-1.00*
-0.73
-0.54
-0.32
Sports and hobbies
-0.13
-0.19
-0.18
-0.30
-0.23
-0.43
Toys and games
-0.34
-0.21
0.32
-0.50*
-0.54
-0.57
SITEQUAL Dimensions
Ease of use
Aesthetic design
Processing speed
Security
0.35****
0.33****
0.12*
0.16***
R2
0.63****
0.27*
-0.07
0.16*
0.27***
0.33****
* p < 0.05. ** p < 0.01. *** p < 0.001. **** p < 0.0001. n = 187.
0.26**
-0.01
0.22**
0.33****
0.46****
0.31**** 0.23**
0.22***
0.28**
0.06
-0.00
0.24**** 0.24***
0.58****
0.32**
-0.13
-0.01
0.30***
0.44**** 0.31****
TABLE 4
The Measures Used to Evaluate Construct and Nomological Validity
Overall Site Quality (Reliability coefficient = 0.90)
1. This site is of high quality.
2. The likely quality of this site is extremely high.
3. This site must be of very good quality.
4. This site appears to be of very poor quality. (r)
Attitude Toward the Site (Reliability coefficient = 0.83)
1. This site makes it easy for me to build a relationship with the company.
2. I would like to visit this site again in the future.
3. I am satisfied with the service provided by this site.
4. I feel comfortable in surfing this site.
5. I feel surfing this site is a good way to spend my time.
6. Compared with other shopping sites, I would rate this one as one of the best.
Site Loyalty (Reliability coefficient = 0.77)
1. I consider myself to be loyal to this site.
2. This site would be my first choice.
3. I will not shop on other sites as long as I can access this site.
Site Equity (Reliability coefficient = 0.92)
1. It makes sense to buy on this site instead of any other site, even if they are the same.
2. Even if another site has the same features as this site, I would prefer to buy on this site.
3. If there is another site as good as this site, I prefer to buy on this site.
4. If another site is not different from this site in any way, it seems smarter to purchase on this site.
Purchase Intention (Reliability coefficient = 0.96)
1. I will definitely buy products from this site in the near future.
2. I intend to purchase through this site in the near future.
3. It is likely that I will purchase through this site in the near future.
4. I expect to purchase through this site in the near future.
Site Revisit Intention (Reliability coefficient = 0.78)
1. I am likely to revisit this site in the near future.
2. I am encouraged to revisit this site in the near future.
(r) Reverse coded.
FIGURE 1
Profiles of Selected Internet Shopping Sites with the SITEQUAL Scores
4.50
4.25
Gap
Best Buy
eBay
Amazon
Buy
Walmart
4.00
3.75
3.50
3.25
3.00
Ea
ve
ra
ll
O
y
cu
rit
ee
d
Sp
es
ig
n
D
Se
se
of
U
se
2.75