In today’s business world, computers are connected to the broadband wide area network (WAN), allowing businesses to integrate industrial value chains and provide customers with various value-added services. Consequently, the virtual community of a public service network can be created and marketing channels in e-generation can be established to provide customers with relevant information or commodities and services through the use of highspeed transmission systems and interactive delivery. However, if e-commerce operators are not fully aware of the characteristics of e-generation consumers, if website operators lack the necessary competitive edge, or if the Internetbased transaction mechanism is not secure, consumers may not be attracted to or continue their interest in online shopping. In the Internet world of e-commerce, it is difficult to fully grasp the changes in customer demands along with the gradual opening of information on the web. To be profitable, it is more important to obtain the value created by loyal customers for businesses in addition to a wide range of online visitors. By integrating the analyses of e-commerce with 244 questionnaires and validating the data with statistical analysis methods, this study provides e-commerce business owners with suggestions on marketing strategies and proposes future directions for subsequent research based on the research findings.