Abstract
This exploratory study expands the knowledge concerning service qualitydimensions in the context of Internet commerce, from the differing perspectives oftwo groups: Internet purchasers and Internet non-purchasers. Six primary servicequality dimensions perceived by Internet purchasers were uncovered: reliability, access,ease of use, personalization, security, and credibility while seven dimensionswere discovered for Internet non-purchasers: security, responsiveness, ease of use,reliability, availability, personalization, and access. When examining the relative importanceof each dimension affecting overal1 service quality assessment, the "reliability"factor was found to be the most important dimension for Internet purchaserswhile Internet non-purchasers consider "security" as their most critical concern.
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