E-commerce development has progressed increasingly in recent years. A service quality evaluation index system should be established under the background of modern information technology to better understand e-commerce services and effectively supervise and manage e-commerce. Sports online shopping (e-commerce) is regarded as an example in this study to analyze the relevant factors that influence e-commerce service quality through the SERVQUAL model according to the current situation of e-commerce service quality. A comprehensive and scientific evaluation system is constructed through fuzzy theory and analytic hierarchy process. An instance analysis of e-commerce service is also conducted with the aforementioned model. Evaluation results are obtained, and corresponding improvement strategies are proposed.