Today, the digital international business environment opens new opportunities and challenges for businesses creating important effects on their global distribution strategies. In line with this, the present study makes a theoretical contribution developing a research model in the e-commerce field to analyze the relationship among e-service quality factors and the overall e-service quality, and, in turn, the latter with the hedonic value dimension. Data were gathered from a survey of 152 online consumers. Confirmatory factor analysis was conducted to analyze the reliability and validity of the measurement model and regression technique was used to test the research model. The analytical results showed that, as predicted, the dimensions of fulfillment/reliability, web site design, customer service and security privacy affect overall online service quality. In addition, the e-service quality shows to have an impact on the hedonic value.