This paper explores how web retail service quality at the point of purchase influences consumers? perceptions of value and willingness to buy. In particular, this study highlights how web retail service quality has different effects on perceived product quality, value, and willingness to buy according to product categories. We provide a research model on the basis of service quality, product categories on the web, and marketing theories for consumers? purchase behavior. Consumer perceptions of web retail service quality are collected from a sample of shoppers who actively search for products over the Internet. The results imply that functional web retail service quality has a direct effect on willingness to buy and technical web retail service quality influences consumer perceptions of product quality and value. Furthermore, product categories moderate the relationships among web retail service quality, perceived product quality, perceived value, and willingness to buy. Implications for Internet marketing and future research directions are discussed.