Purpose - Smartphone shopping malls provide customers with a variety of tangible and intangible services including web sites, web design, use convenience, information for products and shopping and various after services. Accordingly, it is needed to expand and classify service qualities based on the various services provided by smartphone shopping malls, and then analyze path structures of smartphone shopping malls' qualities → customer satisfaction → behavioral intention. The purpose of this study is to categorize the qualities of smartphone shopping mall users based on the e-SERVQUAL by Lee(2002) and the SERVQUAL by Parasuraman et al.(1988, 2005), the smartphone shopping malls' service qualities based on service quality of smartphone shopping malls used in the previous use studies, and the Website quality factors of service industry and to analyze path structure of smartphone shopping mall's qualities → customer satisfaction → behavioral intention on college students in order to confirm the system of smartphone shopping malls' qualities.
Research design, data, and methodology - This study's survey was carried out on the college students of university located in northeastern of Seoul. It was from December 7 - 15, 2017, and a total of 240 questionnaires were distributed, with 228 collected. Of them, effective questionnaires used in the final study were a total of 201 except 27 that couldn't be used. In this study, empirical analysis was done with factor analysis, correlation analysis, multiple regression analysis, simple multiple regression analysis and moderating regression analysis by using Statistics Package SPSS18.0.
Results - The study results are as follows: First, smartphone shopping malls' qualities were classified into six categories like customer system quality, Web design quality, convenience quality, information-offering quality, service quality, and product quality. Second, it showed that system quality, Web design quality, and information-offering quality had a positive impact on customer satisfaction, respectively. Third, it suggested that quality factors of smartphone shopping mall users had a positive impact on customer satisfaction in the order of quality, information-offering quality, system quality and Web design quality. Finally, it showed that customer service quality, product quality, and convenience quality did not have a positive impact on customer satisfaction. In addition, it said that customer satisfaction of smartphone shopping mall users had a positive impact on behavioral intention and thereby, the higher the customer satisfaction was, the higher the relations between reuse intention and recommendation intention were. Meanwhile, moderating regression analysis showed that trust did not have moderating effect in the relations between customer satisfaction and behavioral intention. The above study revealed that smartphone shopping malls' qualities were classified into six categories and it was possible to generalize after empirical analysis was made in the path structure.
Conclusions - Smartphone shopping mall users consider usefulness of obtaining shopping information and quality on quick and abundant shopping information more important than access environment of smartphone shopping malls and kind services of smartphone shopping mall managers. Thereby, smartphone shopping mall marketers need to take service qualities like system quality and information-offering quality into more consideration.

Abstract
 1. 서론
 2. 이론적 배경
  2.1. 서비스품질
  2.2. 고객만족
  2.3. 행동의도
  2.4. 신뢰
 3. 가설설정
  3.1. 서비스품질과 고객만족과의 관계
  3.2. 고객만족과 행동의도와의 관계
  3.3. 고객만족과 행동의도, 신뢰와의 관계
  3.4. 연구모형
 4. 연구방법
  4.1. 자료수집 및 분석방법
  4.2. 구성개념과 측정항목
 5. 결과분석
  5.1. 표본의 특성
  5.2. 탐색적 요인분석과 신뢰성 분석
  5.3. 상관관계 및 다중공선성 분석
  5.4. 가설검정
  5.5. 고객만족과 행동의도 간의 관계에서 신뢰의 조절효과
 6. 결론
  6.1. 연구결과의 요약 및 시사점
  6.2. 연구의 한계 및 향후 연구방향
 References

• 양승권(Dept. of Tax & Accounting, Seoil University) | Seung-Kwon Yang
• 심재현(Dept. of Economics, Kyonggi University) | Jae-Hyun Shim Corresponding author