This study was to examine the service and the product evaluation factors of Korean internet fashion shopping malls and to suggest marketing implications for Korean internet fashion shopping malls wanting to expand into the Chinese market. This study conducted a questionnaire survey for college female students in Qingdao, China, who have shopped at Korean internet shopping malls, and 310 surveys were used in the final analysis, frequency analysis, factorial analysis, and regression analysis. The results of the study were as follows. First, Most of the respondents answered that they found the Korean internet fashion shopping malls through the internet, and the most purchased item was outer clothing. Second, the system stability and web site structure excellence factors had a positive influence on the service satisfaction for the shopping mall 'S', while the system satisfaction, service efficiency, interactivity and web site structure excellence factors had positive influences on service satisfaction for the shopping mall 'P', and the system satisfaction, service efficiency, interactivity factors had positive influences on service satisfaction for the shopping mall 'N'. Third, examining the correlation between product satisfaction for the shopping mall 'S', 'P', and 'N' with fashion product evaluation factors showed that, design factors and quality excellence factors of the three shopping malls had positive influences on product satisfaction. The results of this research provide useful information in forming an efficient operating system and improving marketing strategies for internet fashion shopping malls planning to enter or having already entered the Chinese market.

The purpose of the study was to investigate whether customer perception on internet fashion shopping mall characteristics influences positive emotion on internet shopping and relationship formation. For data collection, a questionnaire was administrated from February 20th to March 3th in 2012 to 362 adults who have purchased the products from internet fashion shopping mall. The analysis explores the effect of internet shopping mall characteristics on positive shopping emotion and relationship quality. It also tests the mediation effect of positive shopping emotion for the influence of internet fashion shopping mall characteristics on relationship quality. The results are as follows. First, the perceived internet fashion shopping mall characteristics had positive effects on relationship quality. Second, the perceived internet fashion shopping mall characteristics had positively effects on positive shopping emotion. Third, the effect of positive shopping emotion had positive effects on relationship quality. Fourth, the effect of perceived internet fashion shopping mall characteristics on relationship quality, mediated by positive shopping emotion, was shown to be none.