The purpose of this research is (1) to develop a theoretical model for consumer purchasing behavior on the Internet and (2) to test the effects of consumer lifestyles in the form of price-oriented, net-oriented, and time- oriented lifestyles, and perceived benefit and perceived risk on purchasing behavior. Structural equation modeling is applied to test a hypothesized research model using Graphics Visualization and Usability Center (GVUC) online survey data. Results show that a consumer whose lifestyle is more net-oriented will perceive more benefits and fewer risks to online purchasing. Consumers who are more time-oriented will perceive more benefits to buying goods online than less time-oriented ones. Consumers who have more disposable income are also more prone to purchase online.