Much of the growth in revenue from business transactions over the Internet has been fuelled by Business-to-Business exchanges. Outside of specialized niche areas like information technology and other information-based products, Business-to-Consumers commerce is relatively undeveloped. It is assumed that that phenomenon deprives from the misunderstanding of electronically modified market, namely Marketspace, and the individual consumer decision making behavior. In order to solve the problem, a standard model of the consumer buying behavior process is applied to purchasing situations on the Internet. Also, the two dimensions price/purchasing frequency and differentiation potential adapted from Peterson’s study were introduced as a significant factors. It is found that these two dimensions have an significant influences on a consumer’s decision making process. That is, consumers feel significantly uncomfortable and unsatisfied in the case where the product is high price and low purchasing frequency or has a high differentiation potential comparing with the opposite case. With the result of this study, marketers should revisit the individual consumers’ purchasing behavior and should take more steps for supporting the consumers’ purchasing decision process especially in the case of the product attributes they provide is high price and low purchasing frequency or high differentiation potential not only for the marketing strategies but also the success for the business.
