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As the information age arrives and the internet network has very popular day by day. Internet network has already become quite important activity in people's daily life. The research shows that there are more than 650 million non-repeating users shop on line, including shopping center websites and sub channel. According to network auction and relevant literature of network marketing, the behavior that consumers adopted the network platform and e-shopping has been common in recent years. This paper focuses on the interactive qualitative at online shopping behaviours, and in this study, the research purposes are as follows: First, by the transaction costs theory to probes into users' attitude of online shopping behaviors to influence users' using wills. Second, with IQA, focus group deeply interview, probes into the real demands of e-shoppers. Third, carrying on the different ethnicities users and probing into its different attitude and using aspiration. This research finds out the common experience in group's interview, and through affinity and theoretical coding. Finally, we find that the behavior of purchasing on line, there was a huge different between men and women. Girls think interface designing and security are important reasons to influence other factors. Men, then, think interfaces designing and after-sale service are more important. Based on the considered relation, women obviously have priority relation. Besides interface designing, groups have no connection. It is obviously men and women have loud difference to influence e-shopping behaviors.