African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4094

Full Length Research Paper

Internet bookstore quality assessment: Iranian evidence

  Nour Mohammad Yaghoubi1, Hamed Armesh1*, Ramin Azadavar2, Hashem Nasrabadi1 and Hamid Khajooei1      
  1University of Sistan and Baluchestan, Zahedan, Iran. 2Azad Islamic University of Tehran, Iran.
Email: [email protected]

  •  Accepted: 03 August 2011
  •  Published: 30 November 2011



In websites that are designed for e-commerce like B2C, assessment of websites quality in view of users as being their customers is very important. WebQual is a tool for evaluating the usability, quality information and interactive service quality of websites, especially websites that offers e-commerce facilities. In the present study, we using version 4.0 WebQual to assess one of the most viewed bookstore website in view of graduate students. The findings of this study show that despite the assessment, the results are above average, but the amount of points that was obtained is not as important as the indices. Particularly, the aspect of information quality, the difference between points earned and how important the website is impressive are considered in the view of users as the most important aspects in the overall quality of websites. In the concluding part of this article, we obtained the score from this study and that from the Amazon website findings with the same version of WebQual, and it better reveals the strengths and weaknesses. The results of the analysis findings indicate that factors, such as website design, aimed at easing the use and adoption of mechanisms to make sure that financial transactions are done properly. This is more important in the view of users, and should be placed in the administrators and designers’ priority of these websites.


Key words: Quality of websites, WebQual 4.0, online bookstore, internet users.