Internet shopping stores have gradually formed a consumer to buy a new access products. Participate in the purchase of the consumer is not homogeneous, through the purchase of motivating factors to understand the market segments and separate characteristics will be a useful marketing tool. In this study, factor analysis to understand the Internet to consumers in the Internet shops to buy the main motivation, and based on the description of the use of cluster analysis motivation to separate the consumption behavior, Cluster purchases with the motive of the type of consumers affect satisfaction and loyalty of potentially important factors of this study is to investigate's focus. Results of this study shows?(1) Factors extracted five-action agencies to purchase services for the purchase of the largest core. (2) Cluster analysis of three separate clusters among multiple motives-for the most important segment. (3) Chi-square test shows that the purchases of motivation in buying motivation cluster a significant difference. (4) Two-Way ANOVA that Internet purchases motive Cluster and consumer behavior in satisfaction there was no significant difference; loyalty shows a difference.
