Аннотация
This study determines that the consumer motivations to the Internet uses are almost universal across cultures, and consumers' needs in Internet uses are a set of hierarchical needs beginning with the most importance: e-mail, information search, chatting, professional works, and e-commerce. The three basic elements in Internet consumer behavioral process are motivations, experience, and performance. Therefore, the ways to motivate consumers are the same for different cultures—to facilitate consumer experience through communication and community, and to increase consumer performance through web transaction experiences. By developing such a framework, this research suggests an aggregate process model of consumer behavior on the Internet and discusses its potential usages and limitations.