Int. J. Services, Economics and Management, Vol. 8, No. 3, 2017 197 Copyright © 2017 Inderscience Enterprises Ltd. Modelling consumers’ perceptions of internet service quality by structured equation analysis Abdul Rahman, Lee Har San, Dong Jing and Qu Yan Linton University College, Batu 12, Mantin 71700, Negeri Sembilan, Malaysia Email: abdulrahman@ktg.edu.my Email: leeharsan@ktg.edu.my Email: 12682252@qq.com Email: 1307421880@qq.com Syriac Nellikunnel* INTI International University, Jalan BBN 12/1, Bandar Baru Nilai, 71800 Nilai, Negeri Sembilan, Malaysia Email: syriac.devasia@newinti.edu.my Email: syriacnd@gmail.com *Corresponding author Abstract: China is emerging as one of the largest business to consumer retail market space in the world. Chinese digital consumers may exhibit different online shopping behaviour as compared to consumers in other parts of the world. Most research on consumer behaviour and e-service quality today relies on traditional service quality models. The aim of this paper is to propose and empirically verify an e-service quality model based on the B2C market space in the context of China’s market. Key dimensions of e-service quality influencing quality perceptions of Chinese consumers and its impact on e-satisfaction are studied. The empirical results suggest that e-retailers should focus on website aesthetics and personalisation. Theoretical and managerial implications are also elaborated. Keywords: e-service quality; e-retailing industry; customer e-satisfaction; customer e-loyalty. Reference to this paper should be made as follows: Rahman, A., San, L.H., Jing, D., Yan, Q. and Nellikunnel, S. (2017) ‘Modelling consumers’ perceptions of internet service quality by structured equation analysis’, Int. J. Services, Economics and Management, Vol. 8, No. 3, pp.197–207. Biographical notes: Abdul Rahman is a Lecturer at Linton University College. He has a keen research interest in leadership, quality management and e- service quality and is actively involved in quality assurance in education. Lee Har San is the Head of Faculty of Business and Accounting in Linton University College. He specialises in management, leadership, human resource management, and accounting.