Abstract: With the development of e-commerce, the motivation of online shoppers has been winning more and more attention from the researchers. Base on 15 online shoppers as interviewees and 252 online shoppers as subjects, this study explores the motivation of online shoppers. The research finds that there are 7 types of online shopper’s motivation: communication and trying, freedom and controlling, entertainment, information searching, individuation, price and convenience. The statistic data proves that this structure has good validity.

Key words: E-commerce, onlineshopper’smotivation