EMPIRICAL COMPARISON OF THE MULTIDIMENSIONAL MODELS OF ITEM RESPONSE THEORY IN E-COMMERCE

Universidade Do Estado De Santa Catarina, Brazil ,Universidade Federal De Santa Catarina, Brazil ,Universidade Federal Do Rio Grande, Brazil ,Rafael Tezza,Antonio Cezar Bornia,Débora Spenassato,Andréa Cristina Trierweiller

doi:10.1590/0101-7438.2016.036.03.0503

Universidade Do Estado De Santa Catarina, Brazil , Universidade Federal De Santa Catarina, Brazil + Show 5 more

Open Access

https://doi.org/10.1590/0101-7438.2016.036.03.0503

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Abstract

ABSTRACT The measurement of latent traits within the organizational field such as quality, effectiveness and learning has been conducted in several formats using a wide variety of quantitative methods, including Item Response Theory that consistently increased in organizational studies. The purpose of this article is to compare the hierarchical and non-hierarchical structures of three multidimensional models of ItemResponse Theory, based on the interface quality measurement in e-commerce sites. We compared the multiple unidimensional, compensatory multidimensional and bifactorial models, and also elaborated and applied 75 items in a sample of 441 e-commerce websites. As a result, we conducted a discussion of the latent construct, the quality in e-commerce and its multidimensional configuration to adjust and compare three multidimensional models.

Highlights

The quality of websites is a complex matter and sometimes difficult to be measured directly
Item Response Theory (IRT) is composed of a set of probabilistic models that relate the latent trait of a respondent (θ), something that cannot be directly measured, to the probability that this responds to an item within a certain category (Lord, 1980)
The number of dimensions observed was based on a tetrachoric correlation matrix and parallel analysis, which was used to Psych Package (Revelle, 2012) implemented on software R (R Core Team, 2012), because of its dichotomous responses, the dimensionality of the total set was verified through the full information method

Summary

Introduction

The quality of websites is a complex matter and sometimes difficult to be measured directly. 504 MULTIDIMENSIONAL MODELS OF ITEM RESPONSE THEORY IN E-COMMERCE. A variety of scales using various dimensions were suggested to measure the quality of service within electronic commerce (known as quality of e-service or e-quality). Item Response Theory (IRT) proceeds from the efforts to understand the relations between the dimensions and the creation of a comparable scale. IRT is composed of a set of probabilistic models that relate the latent trait of a respondent (θ), something that cannot be directly measured, to the probability that this responds to an item within a certain category (Lord, 1980)

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