ences in satisfaction exist among shopping orientationsegments when evaluating internet shopping siteperformance.This study will provide a better understanding ofinternet consumers and their behaviour in the market-place. Specifically, there is a need to evaluate theinfluence of the internet shopping environment onconsumer behaviour. The internet shopping environ-ment communicates image through product and siteofferings and often influences consumers’ satisfaction.Furthermore, the need for research involving shoppingorientation results from differences between consum-ers. If all consumers were the same there would be noneed for segmentation nor different products and ser-vices because all stimuli could be identical. From aretailer’s perspective, a study such as this is helpful inidentifying strategies to satisfy internet consumersbased on their opinions and feelings about shopping.More importantly, it will identify specific target mar-kets for which product offerings and services may bedifferentiated.