Scale library · Service quality
Website quality (SITEQUAL): Yoo & Donthu (2001)
SITEQUAL was developed by Yoo and Donthu (2001) to measure shoppers' perceived quality of an online retail website. It has only 9 items in four dimensions, ease of use, aesthetic design, processing speed and security, so it fits short questionnaires. The authors also published scales for overall site quality, attitude, loyalty and purchase intention. It suits theses on how the quality of e-commerce websites or apps affects satisfaction, repurchase intention or loyalty.
Cite the original, not the blog.
- Model or scale: SITEQUAL
- Constructs: 5
- Items: 13 (1 reverse-coded)
Original English items
Items marked (R) are reverse-coded: recode them before computing reliability or scale scores. Replace bracketed placeholders such as [system] with the name of the system, brand or organization you study.
Ease of Use (EOU, 2 items)
| Code | Item wording | Reverse-coded |
|---|---|---|
| Q1 | This site is convenient to use. | No |
| Q2 | It is easy to search for information. | No |
Aesthetic Design (AD, 3 items)
| Code | Item wording | Reverse-coded |
|---|---|---|
| Q3 | This site is colorful. | No |
| Q4 | This site is creative. | No |
| Q5 | This site shows good pictures of the products. | No |
Processing Speed (PS, 2 items)
| Code | Item wording | Reverse-coded |
|---|---|---|
| Q6 | It is easy to access the results. | No |
| Q7 | This site has quick process. | No |
Security (SEC, 2 items)
| Code | Item wording | Reverse-coded |
|---|---|---|
| Q8 | This site ensures me of security. | No |
| Q9 | I am confident of security with this site. | No |
Overall Site Quality (OSQ, 4 items)
| Code | Item wording | Reverse-coded |
|---|---|---|
| OSQ1 | This site is of high quality. | No |
| OSQ2 | The likely quality of this site is extremely high. | No |
| OSQ3 | This site must be of very good quality. | No |
| OSQ4 (R) | This site appears to be of very poor quality. | Yes |
Response scale
7-point Likert scale (1 = Strongly disagree … 7 = Strongly agree), following the author's website. Respondents are asked to write down the name of the website they are rating before answering.
Recoding reverse-coded items: 1–7 scale: new score = 1 + 7 − score = 8 − score; 1–5 scale: new score = 1 + 5 − score = 6 − score.
Licence and permission
The items are published in the original article and posted publicly by Boonghee Yoo on his personal page at Hofstra University. Cite the original article; we found no separate licensing conditions for non-commercial academic use.
Sources (APA 7)
- Loiacono, E. T., Watson, R. T., & Goodhue, D. L. (2007). WebQual: An instrument for consumer evaluation of web sites. International Journal of Electronic Commerce, 11(3), 51–87. https://doi.org/10.2753/JEC1086-4415110302
- Yoo, B., & Donthu, N. (2001). Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1), 31–47.
Vietnamese translation
A Vietnamese translation of every item, with sample-size advice and studies that used the scale, is on the Vietnamese page for this scale.