With the development of internet commerce the physical business unit has been replaced by a web site. Based on these studies, it seems reasonable to assume that in the new electronic environment, perceived web site usability is a very important part of the store’s image and can influence shopping behaviour. In fact, with the passing of time web site design has come to be seen as a key factor when the services that an organisation provides for its consumers use the Internet as a channel of communication. Indeed, Kim and Eom (2002) have concluded that web site designs of critical importance in achieving the global satisfaction of the user. According to previous studies it is necessary to improve the literature by studying which aspects of web site service – beyond and web site design and usability determine the consumer’s perceived quality