The Opinions about an Importance of the Information Quality on E-Commerce Website: The Undergraduate Students in Khon Kaen University

Abstract

The objective of this research was to study the opinions of students about the importance of information quality on e-commerce website in the four dimensions of information quality (IQ); (1) the Intrinsic IQ (2) the Contextual IQ (3) the Interactional IQ and (4) the Representational IQ.  The results of the research can be used to improve and to be the guideline of how to develop the information quality on an e-commerce website to make it more efficiently. The study tool was the questionnaire for surveying the 385 undergraduate students who registration in Khon Kaen University (Except Nong Khai Campus) in 2014 semester that divided into 3 fields; the Humanities and Social Sciences, the Science and Technology, and the Heath Science. The respondents had experienced in shopping on an e-commerce website at least one time in the last year. The results showed that the respondents focus as a very important level on the information quality in all dimensions. The mean score in each dimension was 3.90  4.10  and 3.96 and 3.89 respectively. The contextual got the highest score than other dimensions (p<0.05). The health sciences field got the highest score in all information quality dimensions compare with other fields (p<0.05). Moreover, the respondents also focus as an important level on the information quality all step of on the electronic commerce especially in the step of payment and delivery (p<0.05). However, on all dimensions of information quality there had no different in the gender or the purchase prices attribute (p> 0.05). As a result, the entrepreneurs should be aware of the information quality on the e-commerce website, especially in the context dimensions step of payment and delivery.