INTERNET SHOPPER LIFESTYLE AND SPORTS CONSUMERS1246The rapid growth of the Internet has led to the phenomenal growth of e-commerce, which has influenced the way many consumers shop. According to a survey in the United States, more than 86% of North American Internet users made a purchase online in 2012 (Cole, 2013). In addition, in a Forrester Research online retail forecast, it was reported that e-commerce was expected to grow at a compound annual rate of 9% between 2012 and 2017 in the US (Mulpuru, Johnson, & Roberge, 2013). As a result, sports e-commerce has also developed in recent years. Sports e-commerceinvolves the buying and selling of sports products and services through the Internet (Schwarz, Hunter, & LaFleur, 2012). As Liberman (2000) noted, online sports stores offer a wider variety of products and categories than physical stores do. Accordingly, a U.S. National Basketball Association team successfully increased the sales of licensed merchandise using Internet marketing (Migala, 2006).