The increasing activities on Internet have impacted the conventional market segmentation variables and possibly causing some of the conventional segmentation variables to become no longer suitable for the Internet environment. The aim of this research is to segment the online shopping market and to find the most suitable market segmentation variables. This research will base on documentary survey and quantitative analysis was conducted to verify the result. This research aims at the Internet users in Taiwan and adopts the method of quota sampling for 594 valid questionnaires. The demographic variable, psychological variable, and behavior variables will be the predictive variables, while the purchase behavior variable will be used as the indicative variable. The influence of the segmentation variables on the indicative variable will be analyzed using the Chi-square test. To confirm the accuracy of the conclusion, the one-way factor variance analysis, the Krushal-Wallis H test, and the correlative statistic protocols were used. Finally, four criteria of market segmentation (identification, sufficiency, stability and accessibility) by Schiffman and Kanuk were used to verify whether the market segmentations are effective.