The purpose of this study is to show the general framework for customers' purchase intention over the Internet. Customers' intention to purchase products from the Internet-based market is influenced by characteristics of customers, web pages, and products. Characteristics of customers are classified into demographic characteristics and personal characteristics. The characteristics of web pages include interface, function, and accessibility. The characteristics of products refer to merchandise, price, and promotion. These constructs are moderated by tendency toward the use of new technology and perceived service quality. This study may give some implication to managers who plan to set up marketing strategies for the Internet-based market.