E-COMMERCE WEBSITE QUALITY REQUIREMENT ANALYSIS BASED ON QFD

The quality of the website is a crucial determinant of whether visitors are likely to return to the site. The researches about E-commerce quality, such as Loiacono's WEBQUAL (TM) neither saw the E-commerce website as a product, nor analyze the E-commerce quality from the quality management and quality assurance. The main contribution of this paper is to construct an E-commerce website quality model from the users' quality requirement, based on the Total Quality Management's theory and tools. The E-commerce was seen as the product of an activity process in this research. By Quality Function Deployment, the users' demands were transformed into the quality requirement of the E-commerce website, so the Customer Satisfaction was met. First, 98 image words about E-commerce quality were collected through user survey and literature review. Using KJ tool, the words were reduced to 15. From them, the most frequent 5 quality words were chosen using user questionnaire survey. Surround the 5 words, the users' quality requirements were acquired and showed as a level table, based on 5 sample websites and user interview. Next phase, the quality characters were sorted and analyzed quantificationally. In the end, a hierarchy E-commerce website quality framework was built.