The purpose of this study was to identify influence of perceived service quality on shopping value and shopping satisfaction. The subjects of this study were 550 adults women living in Gwang-ju. The data were collected using questionnaire from October 23 to October 27, 2001 and answers were analyzed using descriptive statistics, factor analysis, correlation analysis, multiple regression analysis. The results were as follows : 1. The effect of perceived service quality on shopping value. the perceived service quality influenced the shopping value positively. 2. The effect of shopping value on shopping satisfaction, in particular, hedonic shopping value had high positive effect on shopping satisfaction. 3. The effect of perceived service quality on shopping satisfaction, the perceived service quality influenced the shopping satisfaction positively.