基于概化理论的网站质量测评尺度  

GT-Based Evaluation of the Measurement of Website Service Quality:A Case of WebQual Scale

作　　者：杨晓明[1] 田澎[1] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200052

出　　处：《上海交通大学学报》2006年第9期1600-1604,共5页Journal of Shanghai Jiaotong University

基　　金：国家自然科学基金资助项目(70271040)

摘　　要：将概化理论引入网站质量测评尺度的研究中,从测评信度和测评成本两方面对WebQual尺度进行了评价.结果表明,WebQual尺度在评价用户对网站质量感知方面具有相当高的信度,但在完成其他测评目的方面的信度则较差;当测评目的是比较网站提供质量的差异时,单测项尺度在达到相同的测评信度条件下比多测项尺度的成本要低很多.Based on generalizability theory （GT）, this paper evaluated a scale of website quality-- WebQual. The reliabilities of the scale to achieve different measuring purposes were estimated with GT and the optimal cost measures were presented. The results show that while WebQual is quite reliable to measure users＇ perception of website quality, it is unreliable to compare the differences among websites. Given equal reliabilities, single-item WebQual scale might be better than multi-item ones in terms of measurement cost when the purpose is to compare among websites.

关 键 词：网站质量 测评信度 测评成本 概化理论 

分 类 号：F713.50[经济管理—市场营销]