Evaluating E-service quality of agricultural business websites in China: E-S-QUAL model approach

Abstract

This paper focuses on measuring electronic service quality of agri-business websites in China by means of E-S-QUAL scales in a service-and-commerce oriented setting. The research covers assessment of the e-service quality from 105 current and potential users including farmers, officials, peddlers, merchants and agri-business managers. The findings indicate that e-service quality from customers’ perspective is obviously most related to efficiency. The confirmatory factor analysis confirmed the validity and reliability of the conclusion. Thus, efficiency is recommended to pay attention to for improving e-service quality of agri-business websites in China.