Since the emergence of the internet, firms and individuals have quickly adopted and utilized this ubiquitous network to generate profit or enhance social convenience. This paper first discussed the seller side of the internet business; there are numerous ways to make money out of the web, but all can be grouped into 6 business models; they are advertising, content, brokerage, e-Merchant, IT solutions and behind-the-scenes models. Each will be carefully analyzed with clarifying examples. The second part of this paper will focus on the buyer side of the internet; internet has evolved at tremendous rate, about ten percent of the world population now has access to the internet, broadband access is growing worldwide and will become the major type of connection in 5 years. Online spending will increase because users are more willing to buy online or pay for content. Selling advertising will remain the major source of income for the internet content provider, followed by periodic subscription.

隨著科技進步、經濟演進，現代人生活日趨緊湊，為因應快速之生活步調，網路購物行為孕育而生，其伴隨而來的廣大商機已成近年熱門議題，中央通訊社更曾報導資策會預估2015年台灣網購市場產值可達7,645億元。因此本研究將利用行政院國家科學委員會之傳播調查資料庫，第一期第二次「網路行為調查與偵測」資料，探討網路消費者的個人特質與購買習性、消費力及資訊搜尋習性之關連，並分別建構預測模型。建構模型所採用之技術為羅吉斯迴歸、C&R Tree、Quest、C5.0和CHAID，再經由準確預測率（Overall Accuracy）從中挑選出最適模型。 　　依據研究結果可知，現實環境人際互動較差之消費者，網購購買習性佳；沒有小孩且平均每月收入6萬元以上至10萬元的消費者，網購消費力大；且網路資訊擷取頻率與網購吸引力對於網購資訊搜尋習性有顯著影響。最後，藉由前述結果建議，販售社交商品，藉以提昇現實環境人際互動較佳之消費者網購購買習性；搶攻高價位單品市場，吸引無經濟負擔者目光；針對潛在客戶，利用論壇網站進行廣告宣傳。