There does not exist a comprehensive measure to assess the quality of a Web site. To date many companies have based Web design on trial-and-error, gut-instinct, and feedback from customers. A more effective approach is to develop an instrument to measure Web site quality and to compare alternative designs. Both academic and popular trade publications have emphasized a variety of measures. Previous studies have attempted to measure the quality of a Web site via less direct measures such as the number of “hits” (Berthon, Pitt et al. 1996). The purpose of this research is: 1) to develop a multiple-item instrument for measuring W eb site quality (called WEBQUAL) and 2) to report norms for some classes of Web sites.