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While e-tailing shares much common ground with traditional retailing, some unique natures of the Internet such as means of impersonal communication and the Web site as an information system make it necessary to reexamine whether traditional service quality dimensions and their contents are still applicable to Internet-based services (Cox and Dale, 2001). Some conceptual and empirical studies have attempted to address key attributes of service quality specially related to Internet commerce. Hoffman and Novak (1997) have pointed out that personalization is required for Internet firms to conceptualize the Internet as a unique consumer marketplace. In the process of investigating the Web sites of the top 100 US retailers,