Using data collected from a sample of 260 university students, this study attempts to examine the relationships between the frequency of e-shopping and university respondents' demographic characteristics, the reasons for e-shopping non-usage and usage. In addition, the product differences bought through the Internet is examined. The results suggest the frequency of e-shopping is affected mostly by the factor "e-shopping provides a shopping opportunity without waiting in line and without getting tired." Also, "encouragement and discount opportunities," "do not want to give credit card information due to security concerns", "do not need", "mistrust to delivery, return or complaint and troubleshooting systems" and age were found to be predictors of frequency of e-shopping. Also, the study revealed that consumers mostly learn about e-shopping web sites through family recommendation and search engines. Consumers mostly prefer to buy books and match tickets through the Internet. This study concludes with a discussion of development of a model that predicts factors affecting the frequency of e-shopping and recommendations for future research areas. © 2008 IADIS.