Web sites are now considered an extension of the entire business, not just an additional channel or storefront or a simple information portal for the company. Creating an effective web site that gives a positive overall experience to the customers and visitors is important in business today. Measuring the quality of web site from the users’ perspective, will give a fast and early feedback to the firm and enables it to take corrective actions and improve its operations. Several instruments and methodologies were developed to measure the web site performance, usability and quality in information systems, marketing and operations management literature. This study reviews the literature in web quality measurement and employs a 25 item instrument developed by Aladwani and Palvia to measure the user perceived web quality. It attempts to test the factorial validity of the instrument in Australian context using Structural Equation Modelling technique. Analysis revealed that the data set do not fit the Aladwani and Palvia’s model well enough.