Not all qualities are equal: Moderating role of online shopper conscientiousness in quality evaluation

Fan Chen Tseng, Tzu Ling Huang, T. C.E. Cheng, Ching I. Teng

Research output: Journal article publicationJournal articleAcademic researchpeer-review

3 Citations (Scopus)


Xu et al. (2013) developed the 3Q model comprising three major quality dimensions, namely, system quality (SysQ), information quality (IQ), and service quality (SQ), which contain a total of 13 quality subdimensions. This wide array of quality subdimensions means that e-commerce managers encounter uncertainty around which resources to enhance. Hence, our research objective is to examine how user conscientiousness, i.e., an individual's tendency to be efficient and systematic, moderates the relations between the 13 quality subdimensions and SQ, SysQ, and IQ in an e-commerce context. We used a survey to collect responses from 1750 online shoppers, and we conducted covariance-based structural equation modeling (CB-SEM) to analyze the data. Our results indicate that highly conscientious shoppers emphasize empathy and service reliability for SQ, timeliness and accessibility for SysQ, and accuracy for IQ. Our results have implications for e-commerce managers concerning the design of resource-allocation strategies for the 13 quality subdimensions.

Original languageEnglish
Article number101056
JournalElectronic Commerce Research and Applications
Publication statusPublished - 1 May 2021


  • 3Q Model
  • Conscientiousness
  • Information quality (IQ)
  • Personality
  • Service quality (SQ)
  • System quality (SysQ)

ASJC Scopus subject areas

  • Computer Science Applications
  • Computer Networks and Communications
  • Marketing
  • Management of Technology and Innovation


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