Webqual analysis of service quality of shopping mall web sites in public institutions: case of Korea Government
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From the perspective of New Public Management (NPM), a primary responsibility of the government is to improve service delivery to ensure consumer satisfaction. This study examines user satisfaction with public online shopping malls, including shopping mall, innovation marketplace, and venture world, using the WebQual framework. Through the lens of WebQual, we aim to delineate the unique service attributes characterizing shopping mall websites within Korea public sector entities. Moreover, we endeavor to explore the impact of these service attributes, namely usability, information quality, and service interaction, on user satisfaction and reuse intention of the website. To achieve this, we conducted a survey targeting public officials and employees who possess firsthand experience with shopping mall websites which are operated by the Public Procurement Service of Korea. Our findings underscore the significant influence of online shopping mall website quality on user satisfaction within public institutions. Furthermore, our analysis reveals that user satisfaction plays a pivotal role in predicting users’ intention to reuse the website. While usability and information quality did not significantly affect reuse intention, service interaction quality showed a significant positive relationship. This highlights the distinctive role of interactive features in fostering reuse intention within public online shopping malls. The implications of this study are manifold. By employing WebQual, we contribute to the empirical validation of website quality assessment in Korea public institutions. Moreover, our findings serve as a cornerstone for future research endeavors aimed at understanding and enhancing user satisfaction with online shopping mall websites within the public sector, addressing the existing research gap in this domain.
Abstract
From the perspective of New Public Management (NPM), a primary responsibility of the government is to improve service delivery to ensure consumer satisfaction. This study examines user satisfaction with public online shopping malls, including shopping mall, innovation marketplace, and venture world, using the WebQual framework. Through the lens of WebQual, we aim to delineate the unique service attributes characterizing shopping mall websites within Korea public sector entities. Moreover, we endeavor to explore the impact of these service attributes, namely usability, information quality, and service interaction, on user satisfaction and reuse intention of the website. To achieve this, we conducted a survey targeting public officials and employees who possess firsthand experience with shopping mall websites which are operated by the Public Procurement Service of Korea. Our findings underscore the significant influence of online shopping mall website quality on user satisfaction within public institutions. Furthermore, our analysis reveals that user satisfaction plays a pivotal role in predicting users’ intention to reuse the website. While usability and information quality did not significantly affect reuse intention, service interaction quality showed a significant positive relationship. This highlights the distinctive role of interactive features in fostering reuse intention within public online shopping malls. The implications of this study are manifold. By employing WebQual, we contribute to the empirical validation of website quality assessment in Korea public institutions. Moreover, our findings serve as a cornerstone for future research endeavors aimed at understanding and enhancing user satisfaction with online shopping mall websites within the public sector, addressing the existing research gap in this domain.