Author(s):
1. Zoran Mihanović, Faculty of Economics, University of Split, Croatia

Abstract:
The Internet has become an important strategic tool in today's business environment, making e-commerce more and more popular. As a result of these trends, there is a need for assessing the quality of a website for big entrepreneurs and especially for middle and small ones. Arrangement, reorganization and updates of the website must be an ongoing process, and if possible in accordance with the dynamics of the observed changes in the market of final consumption. Technical characteristics of the websites and servers are the basis and prerequisite for efficient website. If the website does not meet basic technical requirements, users will encounter difficulties and give up the use of the site. The main objective of this research is to assess the impact of website quality on revisiting the web page, and on perceptions of product quality and purchase intentions. The research was conducted in five companies with different spectrum of business activities in Široki Brijeg region (Bosnia and Herzegovina). Questionnaires examined opinions and attitudes of 93 consumers about the impact of the quality of websites on the intention of re-visits, and on perceptions of product quality and purchase intentions. The results showed that there is a strong positive impact of the website quality on customers re-visits, meaning that better website quality leads more frequent visits. Thus, consumers understand and accept the importance of the use of the website, and they are willing to return if the site proved to be of high quality and professional. It was also proved that high quality websites influence on better perception of the product quality. Thus, the website is somewhat a representation of the product quality, which means that poor and low quality websites are another indication of bad products and companies. On the contrary, neat and professional websites are a "consequence" of high quality products of the company. In the research result, elements of websites quality were elaborated and ranked in order of importance and impact on users. Similarly, the research also showed that there is a positive correlation between the quality of the website and purchase intentions. Consumers who are satisfied with the quality of a website will buy more products from that company, while bad websites reduce the desire of consumers to buy products represented on the site.

Key words:
quality of web sites and consumer satisfaction, perception of product quality, purchase intention, entrepreneurship competitiveness, Bosnia and Herzegovina

Thematic field:
Resources and business capacities

Date of abstract submission:
04.02.2014.

Conference:
REDETE 2014 - Researching Economic Development and Entrepreneurship in Transition Economies