Purpose: This study seeks to identify the effect of service quality in internet duty-free shops on a customer's trust and behavioral intention.

Design/methodology/approach: For this analysis, a survey was executed targeting customers who have used an internet duty-free shop. A total of 210 questionnares were anaylyzed using structural equation modeling.

Findings: The results revealed that a high online service quality experience using an internet duty-free shop had a positive effect on the customers' trust. In addition, trust also had a positive effect on the customers' behavioral intention.

Originality/value: This study is the first paper that examines the effect of online service quality in internet duty-free shops in Korea. Results of this study could be used as basic data to help establish day to day management strategies for internet duty-free shops.