5 Conclusion
This study provided a comparative analysis of the e-SQ of the online open market and social commerce by classifying and prioritizing e-SQ factors based on the Kano model and AHP analysis. The AHP analysis shows that the most important element is accuracy of product information in the informativeness criterion for both the online open market and social commerce. The Kano model shows that the accuracy of product information is a one-dimensional quality element. This element is an essential factor for customers’ satisfaction. Customers’ evaluations of the other elements differ for both e-commerce models. Our study shows that the classifications and priorities of the two types of e-commerce differ and that the integrated Kano model and AHP analysis method makes it possible to provide suitable strategies for successful services across the e-commerce types (Hemati and Ghorbanian 2011; Alroaia and Ardekani 2012; Kazemi et al. 2013; Bauk 2015). The implications of this study are as follows. First, we confirm earlier findings from Barnes and Vidgen (2002) and Delone and McLean (2004) that companies should provide accurate information to consumers. In e-commerce environments, consumers face a major drawback in that they cannot check goods before purchasing them. Thus, consumers who use e-commerce depend on product information provided by companies or the experience of other consumers. Companies must provide, without distortion, information associated with products. Alternatively, information must be supplemented with new technologies such as cloth-fitting techniques that use virtual reality. In order to resolve the disadvantages that customers experience (Yang and Jun 2002), companies should provide information that is more accurate by developing such techniques. It is also necessary to establish standards for the benchmarking of goods that are provided differently by each e-commerce company (Batagan et al. 2009).
