ABSTRACT Determining the attributes that influence the success of e-commerce is difficult due to a limited conceptual basis necessary for success measures. Keeney (1999) proposed twenty-five objectives separated into two sets-fundamental objectives (the important goals of customers) and means objectives (important goals to be achieved by e-businesses)–for successful e-transactions. Based on Keeney's research, Torkzadeh and Dhillon (2002) developed two instruments that together measure the factors that influence e-commerce success. This research uses these instruments to empirically investigate the Internet shopping behavior of college students (undergraduate and graduate). The research determines the adequacy of multivariate linear relationships between the variables of the two instruments through canonical correlation and redundancy analyses. The research formalizes and tests a series of research hypotheses on Internet shopping behaviors. The article also summarizes the research results with important conclusions and future research directions.