This study empirically identified the diffusion factors of the Internet market. Innovation-IT-diffusion theory has been used as the foundation theory. Literature reviews revealed eight factors to predict different levels of adoption among potential adopters. Questionnaire survey was conducted to collect data from computer retailers. Discriminant analysis showed significant results for the hypotheses. We concluded that factors including Inclination Toward New technologies, Customer Pressure, and Cost Incentive can be used to explain the differences between adopters and non-adopters. In addition, Existence of Champion, Absorptive Capacity, Top Management Support, and Competitor's Move are important for successful implementation.