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The Internet’s influence in creating e-services has been revolutionary for retailer. Clearly, The Internet is fast becoming an important new channel for businesses in retailing, raising e-services as the emergent business paradigm in the industrialized world. Unfortunately, past research on measuring e-tailing quality is scarce. This paper provides a conceptual framework for e-tailing quality and discusses its evaluation. First, we summarize the main previous literature about service quality and e-service quality. Second, three analytical dimensions are identified: website quality, action quality and result quality, and each has its sub-dimensions. Each has different influence degree. Finally, we analyzing the evaluation way by comparing the online shoppers’ perceived and expectation e-service. Future recommendations are also offered.