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Due to the rapid development of internet, it has been applied in
many business activities. Especially, the application of WWW
(World Wide Web) on internet shopping is the most significant
advancement. Most marketers have viewed WWW as a new marketing
channel. The main purpose of this research is to analyze the
impact of product and consumer characteristics the internet
shopping. First, we examine the development of the internet
marketing and review the related literature in order to
establish the research framework and research hypotheses.
Furthermore, the primary data is collected by the mail
questionnaire. After data analysis, the research hypotheses are
tested and several results are proposed.The main results of this
research are as follows:(1) Consumers who are male, highly-
educated, older, high-income, and credit card owner have the
higher purchase intention in internet shopping. However, they
hesitate to buy the expensive or risky product.(2) Consumers who
have the longer experience in using internet have the higher
purchase intention.(3) The experience of TV shopping affects the
purchase intention significantly.(4) Consumers with high
purchase intention are more price conscious.(5) Consumers have
the higher purchase intention on preference goods than other
types of goods. In addition, they prefer to products which are
middle-priced and high in search and experience quality.
keywords: internet shopping, inetrnet marketing, consumer
characteristics, product characteristics
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