The purpose of this study was to identify importance of gender in dynamic relationship structure in fashion internet shopping mall and to provide marketers e-CRM marketing strategy. Out of 473 customers, 470 who had purchased fashion products in fashion Internet shopping mall were surveyed for this study. The data was analyzed by factor analysis, t-test, correlation analysis, Structural Equation Model(SEM) using AMOS program. As the results, both men and women had `relationship maintenance intention` in e-CRM. However, only women had `intention to discontinue relationship`, when shopping mall made mistakes to them. Also, in men`s group, `service` only had effect on `Trust`, in women`s group. If women would be dissatisfied with a shopping mall, they have a strong intention to disconnect with it. Based on these results, it could be concluded that men have more tolerance for shopping mall`s mistakes than women have. Therefore, the results of this study provide e-CRM marketing strategy for fashion internet marketers.