The information revolution is changing our daily lives. With the rapid development of computers and the Internet, online business is becoming very common and playing an important role in the modern world. Online commerce has experienced rapid development in recent years. Online retail sales in the United States increased by an average of 11% during the first three months of 2009 (“US Online Sales Up,” 2009). The growth in online sales may be due to the increasing number of consumers shopping online. In the case of Asia, a survey found that 77.6% of Internet users had made online purchases in 2003 (cited in To, Liao and Lin, 2007). Online shopping is very different from traditional shopping. Consumers cannot touch and check the product before purchasing it, meaning they are at a higher risk of fraud than when making a traditional purchase. Consumers also have other concerns, such as credit card security when shopping online. We must then ask ourselves questions: what is the advantage of online shopping? Why do people buy online? In the following paragraphs, the benefit of online shopping to the consumer and the consumer's motivation to shop online will be examined and discussed. The main advantage of online shopping is convenience. Online stores open 24/7. People who live in remote areas don't need to travel too quickly to get to stores. Consumers who come from other cities/countries can easily purchase the local and specialty products with just one click instead of traveling to those cities/countries themselves. Relevant product information can be received from any location within seconds. One study showed that 72% of online shoppers preferred surfing online rather than going to a retail store to get information about a product (Lokken et al., 2003). Online shopping also contains more price information (as cited... middle of article...... shopping (Monsuwe et al., 2004). Rather than completing a shopping task purchase, online shopping itself is fun and playful With this benefit, consumers find “fun” in online shopping If consumers enjoy the online shopping experience, they are more likely. of shopping online A study suggests that the pleasure of shopping online can generate search intention, which in turn generates purchase intention (To et al., 2007). Consumer motivations for online shopping are twofold. Research has claimed that utilitarian motivation can influence consumers' search and purchase intention, while hedonic motivation has a direct impact on search intention and an indirect impact on purchase intention. (To et al., 2007). Online shopping has many advantages that can meet the needs and motivation of consumers. This could be one of the reasons for the rapid growth of online shopping..