Key quality factors affecting users' perception of social networking websites

PurposeThe main aim of the present study is to evaluate the quality factors of websites and their effect on users' perceptions about quality in the context of social networking websites.Design/methodology/approachThis is an applied study conducted as a field survey. A conceptual framework of website quality is proposed and empirically tested that combines quality factors and users' overall perception about quality. Based upon conceptual frameworks in the areas of information systems and using responses from 300 users, a seven factors scale has been validated and data were used to test the conceptual model. To test validity of conceptual framework, confirmatory factor analysis was conducted and regression analysis was performed to examine the suggested hypotheses in the conceptual framework.FindingsIn this study, six different significant factors namely efficiency, entertainment, community drivenness, privacy, user friendliness, efficiency and navigability were identified to be significant for the service quality of social networking websites. Using the survey conducted in the statistical sample, only the factor of web appearance was identified as less important for social networking website users.Practical implicationsFindings from this research provide a set of essential and desired quality factors that social networking website developers can use to improve the quality of existing websites in turn increasing its numbers of users, thus bringing benefits to the company. Second, this study shows how perceived quality has a direct and profound effect on the degree of consumer perception about website quality.Originality/valueThis study, expanding a conceptual model, tries to identify the set of service quality factors for social networking websites. The information of these quality factors as a major predictor of consumers' quality perception provides social networking websites management an initial point for making successful quality management practices for their e-commerce.

► In this study, social networking website quality factors were examined.
► Totally six factors are proved to be important website quality factors from users' perspectives.
► The website appearance was identified to be less important for users.
► Perceived quality has profound effect on consumer website quality perception.
► The study suggests adaptation of customer-oriented strategy for social networking websites.