Abstract The purposes of the study were to improve the understanding of the Internet shoppers¡¦ motives and their influences on other stages at the EKB Model. According to an on-lined survey at 2001 with 6069 valid samples, 5 factors of motives were extracted. They were the needs of ¡§achievement, approval and happiness¡¨, ¡§self-recognition and show off¡¨, ¡§economical benefits¡¨, ¡§convenience¡¨, and ¡§ no disturbance¡¨. The factors in the information search stage were ¡§references to outside information¡¨, ¡§basis of own experiences¡¨, ¡§searching sequence with web information¡¨, ¡§promotion messages on web media¡¨ and ¡§information quality on current web shopping¡¨. The factors in the evaluation and choice stage were ¡§opinions from reference groups¡¨, ¡§contents in the web site¡¨, ¡§subsidiary service with the product¡¨, ¡§previous experiences of direct sales¡¨ and ¡§personal economical needs¡¨. Three clusters were formed according to the 28 motive variables. All respondents attached importance to the needs of ¡§no disturbance¡¨ and ¡§convenience¡¨. These needs were the main reasons why they shop on line. They differed from the needs of ¡§achievement, approval and happiness¡¨ and ¡§self-recognition and show off¡¨. Therefore we named the 3 clusters as ¡§ high-achievement motivated persons¡¨, ¡§mid-achievement motivated persons¡¨, and ¡§low-achievement motivated persons¡¨. The 3 clusters had different buying behaviors on information search, evaluation and choice, purchase and post-purchase. They also differed from the web usages and shopping patterns. Additionally, the results showed that women and young generation might play as crucial roles on Internet shopping in the future.