WEBS ITE QUALITY AND CUS TO MER S ATISF ACTION

LOY ZI HONG s4664347

KHOO TECK CHUN s4664132
S VIKASSH A/L S SOMASUNDARAM s4658758
 Purpose of the study:
This study seeks to determine which website quality attributes influence the
satisfaction of the Internet shopper.
 Research Objective

1.Age or other 2.Website quality

socioeconomic factors factors
 Research Question

1.Customer Demographic Customer Satisfaction Level

2.Website quality Customer Satisfaction Level

Research Question 1
Hypothesis 1: Higher income levels are more likely
to be satisfied

Hypothesis 2: Men are more likely than women to

be satisfied when shopping online.
 Research Question 2
Hypothesis 1: The faster a website's response time, the
more likely a customer will be satisfied.

Hypothesis 2: When a website is more secure,

customers are more satisfied with the website.
 Annual Income level
percentage

20% 18%

4%

8%
27%

24%

<$20k $20k-$50k $50k-$100k$ $100k-$150k >$150k Refuse

 Hypothesis1

IV: The Income levels of consumer DV: The satisfaction level of the consumer

Test Used: ANOVA

In ANOVA, the significant level is less than 0.05, so the next table post hoc test
must be performed.
 Post Hoc Test
(I) Annual (J) Annual Household Significan (I) Annual (J) Annual Significan
Household Income ce Level Household Household Income ce Level
Income Income
Less than $20,000 $20,000 to less than $50,000 .942 $100,000 to Less than $20,000 .363
$50,000 to less than $100,00 1.000 less than $20,000 to less than $50,000 .062
$100,000 to less than $150,000 .363 $150,000 $50,000 to less than $100,000 .294
$150,000 and above .998 $150,000 and above .512
Refused .291 Refused .999
$20,000 to less than Less than $20,000 .942 $150,000 and Less than $20,000 .998
$50,000 $50,000 to less than 100,000 .937 above $20,000 to less than $50,000 1.000
$100,000 to less than $150,000 .062 $50,000 to less than $100,000 .999
$150,000 and above 1.000 $100,000 to less than $150,000 .512
Refused .015 Refused .563
$50,000 to less than Less than $20,000 1.000 Refused Less than $20,000 .291

$100,000 $20,000 to less than $50,000 .937 $20,000 to less than $50,000 .015

$100,000 to less than $150,000 .294 $50,000 to less than $100,000 .193
$100,000 to less than $150,000 .999
$150,000 and above .999
$150,000 and above .563
Refused .193

The post hoc test has a significant level greater than 0.05. As a result, there is no significant association between
annual income and satisfaction level.
 Hypothesis 2

IV: Gender (Male/Female) DV: The satisfaction level of the consumer

Test used: Independent T-test

 Group Statistics

293 334
 Independent sample test

In the independent sample test, the significant level is greater than 0.05. So, the null hypothesis should
not be rejected.
As a result, there is no relationship between satisfaction level and gender
 H1: The faster a website's response time, the more likely a customer
will be satisfied.

Test used :
 The website loads quickly
Not aplicable 4
Strongly agree 63
Agree 216
Agree somewhat 110
Neither agree nor disagree 116
Disagree somewhat 63
Disagree 66
Strongly disagree 22

0 50 100 150 200 250

Frequency

Average Satisfaction Level

Not aplicable 33
Strongly agree 47
Agree 212
Agree somewhat 225
Neither agree nor disagree 116
Disagree somewhat 19
Disagree 7
Strongly disagree 1

0 50 100 150 200 250

Frequency
The significant level is smaller than 0.05, so we can get the conclusion that there is an
association between website response time and customer satisfaction level.
 H2: When a website is more secure, customers are more satisfied
with the website.

Independent variable: Security of website

Dependent variable: Customer satisfaction Level

Test used :
 Feel Secure In Transaction

Not aplicable 1

agree 478

neutral 88

disagree 93

0 100 200 300 400 500 600

Frequency

Satifaction Level

Not aplicable 142

agree 389

neutral 102

disagree 27

0 50 100 150 200 250 300 350 400 450

Frequency
The significant level is smaller than 0.05, so we can get the conclusion that
there is an association between website security and customer satisfaction.