Purpose - In this study, it is classified the service quality dimension of mobile shopping app using Kano model. In addition, it is evaluated quality factors suitable for strategic management from the viewpoint of service provider through mobile application through binary dimension analysis.
Research design, data, and methodology - In this study, seven quality dimensions such as information quality, reliability, immediacy, convenience, design, security and customer service were derived through related studies to make binary shopping quality app quality measurement. 37 sub-variables were set by each quality dimensions. Each questionnaire was composed of positive and negative items like Kano's proposed method, and the satisfaction coefficient suggested by Timko(1993) was examined to understand the influence of each factors on customer satisfaction.
Results - As a result of research, shopping app users perceived unity quality factor in most items of service quality dimension such as information quality, reliability, immediacy, convenience and customer service. In addition, the satisfaction coefficient showed a good impression, quick response of the result, fast delivery, and the unsatisfactory coefficient showed more interest in personal information such as payment method safety, and transaction security. As a result of research, shopping app users perceived unity quality factor in most items of service quality dimension such as information quality, reliability, immediacy, convenience and customer service. And, in information quality, the information overload was classified as an apathetic quality component, while the related information provision belonged to an attractive quality component. In reliability quality, customized service provision was classified as an attractive quality component. In instant connectivity, the quality of the connection during transport was classified as an attractive quality component. In convenience quality, access to product information was classified as a one-way quality component. All components of designs quality were classified as attractive quality components, and in security quality, all of their components were all classified as one quality component. Lastly, in customer service, they components were all classified as a single quality component. In addition, the satisfaction coefficient showed a good impression, quick response of the result, fast delivery, and the unsatisfactory coefficient showed more interest in personal information such as payment method safety, and transaction security.
Conclusion - In the online service environment, which is difficult to differentiate in terms of upward upgrading only by technological implementation and function, the results of this study can be suggested as a differentiating factor for major channels with customers rather than improve the brand image.

Abstract
 1. 서론
 2. 이론적 배경
  2.1. 모바일 쇼핑몰 서비스 품질
  2.2. 카노모형
  2.3. 고객만족계수
 3. 연구설계
  3.1. 연구방법 및 연구설계
  3.2. 자료수집방법
 4. 실증분석
  4.1. 표본의 특성
  4.2. 쇼핑몰 앱 서비스 속성 분류
 5. 결론
  5.1. 분설결과 요약 및 해석
  5.2. 논의
 References

• Sang-Oh Kim(Department of Electronic Commerce, Semyung University) | 김상오
• Sun-Hee Youn(Department of Business Administration, Hanyang University) | 윤선희
• Myung-Jin Lee(Department of Business Administration, Soongsil University) | 이명진 Corresponding Author