Abstract: Merchandise utility is the basis by which consumer makes purchase decision.Taking perceived utility as the angle of view,this paper analyses e-shopper's compensatory and non compensatory choice processes,and builds e-shopper's perceived utility model.Based on the model,the paper makes profound analysis on such variables as information search costs,quality evaluation costs,price and purchase risk impacting on consumers perceived utility in e-shopping.The results indicate that improvement of merchan dise quality may augmente shopper's perceived utility whether e-shopper is risk averse or risk,however the increasing of price and risk result's in the decreasing of e-shopper's perceived utility.But the increasing of price doesn't enhance consumer's risk cost's in psychology for risk e-shopper on account of enduring bigger risk.Whereas consumer's risk costs in psy chology accordingly rise for risk-averse e-shopper as price increasing.

Key words: network, e-shopper, utility, costs, decision