The purpose of this study was to identify and to compare the internet service factors affecting shopping satisfaction and intention to return between total shopping sites and fashion specialty sites. Data were obtained from 208 men and women aged between 20-40 who used internet. Factor analysis, Multiple regression, chi square test and F test were applied. The results were as follows. First, there were some demographic differences between two site shoppers. Young, low-income, student consumers were more likely to visit fashion specialty site than older, high-income, non students were. Second, consumer satisfaction and revisit to the total shopping sites were influenced by site composition, purchasing convenience, and after-purchase service. For the fashion specialty sites, consumer satisfaction was affected by site composition and after-purchase service while consumer intention to return was only by site composition. Thus, big sized total shopping sites should provide all kinds of online services to satisfy consumers. Small sized, fashion specially sites had better concentrate on site design or fashionable, creative product merchandising to get a competitive edge for young customers.