Abstract: The traditional SERVQUAL scales for measuring customer perceived service quality has been no longer to adapt the characteristics of online services, and the original dimensions of SERVQUAL scales can not to explain the formation of customer satisfaction effectively. This article introduces customer trust as endogenous variables into the customer satisfaction models, and modifies the dimensions related customer perceived service quality in order to establishes models among the perceived service quality, customer trust and customer satisfaction in B2C environment.

Key words: shoppingwebsite, perceivedservicequality, SERVQUALscales, customertrust, customersatisfaction