The level of consumer's innovativeness is one of the main factors influencing consumers' intention of onlineshopping.  From consumer innovativeness, these factors were investigated by empirical method.  The results show that (1) the level of consumer innovativeness influences their intention of shopping online remarkably; (2) Conservative consumers are invent on online-shopping more difficult and (3) Trade reliability, personal information security, usefulness and convenience are four main factors that influence conservative consumers' intent to shop on-line.