The research on CyberPanel pointed out that people in Taiwan are enthusiastic about online shopping, and the Internet business should not be underestimated. Shopping websites should provide better and variation service to win the customers andhave customers’ loyalty in the highly competitive Internet industry. Therefore,thepurpose of this research is based on core and recovery service quality as the exogenous variables to explore the influence onperceived value of customer’scognitions, and expectation confirmation theory, ECT, to investigate the influences on customers’ purchasing on line and the factors of willing to repurchase online.Empirical research is used in this research and the clothing online shoppers are asrespondents. The Internet questionnaires are used to collect data and 323questionnairesare valid. Thestatistical analysis showed that the customers’ satisfaction on core andrecovery service quality help to improve the customer value. It affects the customers’satisfaction and willingness torepurchase and the positive view of both supportattitudes. Comparing with the core service quality in the past, online customers haveconcerned the recovery service quality on networknowadays. Therefore, the empirical research results suggest the online shopping operators and the people who are willingto invest online shopping website to maintain the basic serviceefficiently on coreservice quality continually, and the recovery service quality should not beignored.Having both suggestions will improve the customer value and increase thecustomersrepurchase intention and make it on the top of the competitive Internetindustry.