Measuring the Performance of eCommerce Websites

Abstract

Measurements that capture website performance have long enabled businesses to improve strategies and operations. For an eCommerce website, there exists a limited understanding on how performance is measured. Measuring the performance of a website has been proposed in many ways and various contexts over the past decade. The study presented in this article used the owner perspective to theoretically develop and empirically test measurement model of website performance. The results suggest that performance is a second order factor model. The first order factors of the model are termed usage, financial returns and owner satisfaction. The resulting measurements are framed as a tool for benchmarking the performance of the website as well as a foundation for operationalising the website performance construct.