Abstarct: The Internet sector has grown exponentially in the past decade, increasing its diffusive power and cross-industry impact. Recent extensive survey research reveals that the success of Internet shopping businesses is determined primarily by consumer repurchase and loyalty. this research empirically examines the effect of various Internet shopping site qualities on the utilitarian and hedonic values of Internet shopping. The influence of various Internet shopping on customer satisfaction and repurchase intention is also investigated. We perform Chi2 test analysis with a sample of 186 valid observations. Our results show that while receptiveness is critical factor affecting utilitarian shopping value, security quality is the factor most closely associated with hedonic shopping value. These findings suggest that service quality plays a significant role in increasing both utilitarian and hedonic shopping values. Our results also show that the impact of quality factors on Internet shopping values and subsequent repurchase intention differs across the two attitude groups. In the end by using servequal model, difference between cognition and expectation has been examined. The results show that the biggest gap in three factor were analyzed, was in security and receptiveness.