The Current state of Information Quality on e-Commerce Websites in Thai Context Case Study: the Retail and Accommodation Services Business

Abstract

The e- Commerce value in Thailand is constantly increased, especially in the business to consumers (B2C) type in retail and accommodation services business, however there still have many failure websites, especially in new business sector. The important factor is information quality, both the intrinsic quality and the usability of information on the website. Therefore, the objective in this research was to study the current state of information quality on e-Commerce websites. The researchers selected qualitative research design by the case study that the websites were the top three of e-Commerce websites of retail and accommodation services business in Thailand context. The first order was literature review the about the information quality indicators and information category in the e-Commerce process that it was the framework for content analysis from web pages including visits to the website. The results will be applied as a guideline to develop e-commerce websites in Thailand context.

Results, all of the websites used in this research were the e-Marketplace websites. By effectiveness of these websites, there were 22 items which comprehensive with all commercial information, non-commercial information, transaction information, and information that add consumer experience, such as recommendations, ratings, satisfaction, and reviews from those who had purchased or ever used the service. For the part of efficiency of usability in these websites realize the website structure and the information arrangement on the website, such as the information of product or accommodation and the delivery will appear at the center of the webpage. The profile of website, contact channels, and policies will appear at the bottom of all the webpage. Most of navigation systems use menu or hyperlink and auxiliary tools, such as item filtering with the multiple options (check boxes) and search box. They facilitate the consumers for easier and rapid search or access. Analyzing the usability characteristics with the indicator definition of the information quality was associated with 5 information quality indicators: the Reliability, the Accuracy, the Value-Added, the Access and Usability, and the Information Security. They were only minimum indicators that they should consider for the e-Commerce. The assessors are consumers, so the indicators identification should base on the beliefs or perspectives of the consumer. This is an important issue has to study further.