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ABSTRACT
The surge in online consumers and their preference to buy over the Internet is nudging marketers to embrace e-commerce, but mere online presence without distinct user experience may not help attract and retain customers. Research suggests that website service quality is a determining factor in Internet buyer behavior. Several measurement tools have been used in the context of developed economies to measure e-service quality. The very few empirical researches in emerging economies, including India, motivated the researchers in the present study to refine the WEBQUAL 4.0 scale developed by Barnes and Vidgen (Citation2002) to measure the service quality at shopping websites. The present study employs tools like SPSS 20.0 and AMOSS 20.0 to analyze the data through exploratory factor analysis and confirmatory factor analysis. Study results suggest a 14-item WEBQUAL four factor (Ease of Use, Information Quality, Reliability, and Empathy) scale that is appropriate for Indian settings.