This study used physical and virtual (online) channels as influence variables to examine their influence on consumers' perceived service quality, attitude, purchase intention and behavior, satisfaction, and loyalty for female cosmetic products. It was discovered that channel types will influence the relationships between consumers' perceived service quality, attitude, purchase intention and behavior, satisfaction, and loyalty. According to the data analysis, consumer groups of physical stores show a higher level of agreement on all dimensions than those of online stores; however online store feature stronger relationships among most dimensions, except for the influence of purchase intention and behavior on consumers' satisfaction. Thus, when online store operators enhance their service quality, consumers' attitude, purchase intention and behavior, satisfaction, and loyalty can be significantly improved.