As the e-commerce spreads, it became important to understand characteristics of the internet customer. However, many studies dealt the internet customer with a same manner without considering each industry. And also many studies was limited to simple demographic characteristics. This can cause simplification or misunderstanding of the heterogeneous internet customer. Therefore, it needs to study the internet customer by industry or product category.
This study tried to find some characteristics of the internet customer in a specific industry area that is automotive market. This study at first considered established studies about the concept and characteristics of the internet customer and then tried to demonstrate some characteristics of customer in the internet automotive market by field research. Internet customer was classified by the type of internet use such as internet buyer, information seeker, and membership person. And this study tried to verify difference characteristics among each group.