Abstract：From the perspective of website service quality theories, the paper does an empirical study on website service quality covering the whole transaction process. Based on the content analysis of focusgroup, the paper develops a new website service quality evaluation instrument covering three stages and defines dimensions of website service quality which consist of the design and function dimension in "beforebuying stage", the transactional safety and reliability in "buying stage", and aftersale service in "afterbuying stage". The paper uses pilotstudy to examine the internal consistence of the instrument, and exploratory and confirmatory factor analysis to test the content, convergent and discriminant validity. By doing so, the paper provides theoretical basis for enterprises to manage the website service quality in different stages effectively and efficiently.
2014, Vol. 11 
