Perception toward Website Quality and Service Quality among Online Shoppers during the COVID-19 Pandemic

Abstract

The objectives of this research were 1) to study the level of website quality and service quality of online shoppers during the COVID-19 pandemic, and 2) to compare differences in perception of website quality and service quality by gender, age, and income of online shoppers during the COVID-19 pandemic. The sample group used in this study was 281 online shoppers during the COVID-19 pandemic. Simple random sampling was used, and data were collected using questionnaires. The statistics used included the frequency, percentage, standard deviation, t-test, and One Way ANOVA. The results showed that the majority of respondents were 188 (66.9%) females, aged 21 to 29 (38.1%), and 109 (38.8%) students. The level of perceptions of website quality among online shoppers during the COVID-19 pandemic was found at the highest level (x ̅ = 4.35), and the level of perceptions about the service quality of online shoppers during the COVID-19 pandemic was found at a high level (x ̅ = 4.15). The comparison results showed that respondents with different gender perceived no difference in the level of website quality and service quality. Respondents with different income levels perceived no difference in the level of website quality. Respondents of different ages had different perceptions of website quality and service quality. And the respondents with different income levels had a different perception of service quality.

Keywords: online shopping, website quality, service quality, Covid-19