Vendor Characteristics
Notes:
- This question asked users to rate the importance of vendor characteristics on a scale of
unimportant (1) to important (5). Uses where then asked to compare Web vendors against
traditional vendors on a scale where higher numbers indicate preference for Web vendors over
traditional vendors.
- As far as importance, all characteristics were rated important, with security being the most important characteristic
for users (4.646). This was followed by reliability (4.641), quality of information provided (4.600), timely delivery
(4.456), and ease of contacting (4.04). Other issues like ease of ordering, refunds, and cancelations fell between
4.195 and 4.275. Surprisingly, the characteristics at the bottom of the ranking were lowest price (4.119) and
ease of payment process (4.043). This profile suggest a very quality oriented customer who expects top quality service.
The ranking within the profile has changed very little since the Fourth Survey over a year ago.
- Given that security was the number one issue, users reflected a preference for traditional vendors (2.305) over Web
vendors. This was the weakest characteristic for Web vendors, followed by easy refunds (2.8733), reliability (2.809),
ease of canceling orders (2.887), customer service (2.895), and ease of payment process (2.970). Web vendors showed
strengths over traditional vendors in the areas of ease of contacting (3.709), lowest prices (3.709), easy to order
(3.614), and quality of information (3.461).
- From these results it is clear that while security is important, it is currently viewed as Web vendor's biggest
weakness. Other areas that could use considerable improvement include: ease of payments, reliability, and customer
service.
Table of Data for All Categories
For more information or to submit comments:
send e-mail to www-survey@cc.gatech.edu.
GVU's WWW Surveying Team
Graphics, Visualization, & Usability Center
College of Computing
Georgia Institute of Technology
Atlanta, GA 30332-0280