Measurement Equivalency of Web Service Quality Instruments: A Test on Chinese and African American Consumers

ABSTRACT

In this study, we reviewed the quality of customer service (E-S-QUAL) model and the quality of service recovery (E-RecS-QUAL) model and applied them to the African American and Chinese cultural settings. Utilizing the LISREL 8.72 program, we conducted measurement equivalence tests and found that the e-service quality measurement can be generalized to different cultures, and the equivalence of measurement between two cultures considered here is partially supported. In addition, t-tests were conducted on each dimension of Web service quality in order to compare the mean differences between the perceptions of Chinese and African American consumers. It was found that Chinese consumers rate Web service quality at a significantly lower level than African American consumers on all seven dimensions. Methodological and practical implications of the study are discussed.

KEYWORDS:

• Web service quality
• African American consumers
• Chinese consumers
• measurement equivalence
• cross-cultural study