Purpose - The paper intends to explore the influencing factors on customer satisfaction and customer loyalty in the internet shopping mall through service quality based on the data obtained from furniture purchaser. Design/methodology/approach - The research model and the relevant research hypothesis were set up through the data derived from the existing researches, and then the relevant hypothesis was tested through regression analysis. Findings - As result of analysis, the influencing factors on customer satisfaction of furniture purchaser in the internet shopping mall were proved to be product diversity of service quality, tangibles, responsiveness, interaction, stability, and customer satisfaction was found to be a significant influencing factor on customer loyalty in the internet shopping mall. Research limitations/implications - Although this study was carried out against actual furniture purchaser in selecting the samples, it reached the limit in considering the diversity of internet shopping mall, and sorting into on-line and off-line concurrent shopping mall and internet exclusive shopping mall. Originality/value - The study reviews the service quality measure suggested in the existing literature on service quality, newly applying it to on-line services environment, and then finding out the influence of service quality in internet shopping mall on customer satisfaction, customer loyalty, and repurchase intention as well as in which dimension they are built up.