This paper examines how consumer lifestyles (e.g., price-oriented, innovative, and net-oriented lifestyles) affect purchasing behavior on the Internet. The research model is a combination of a marketing factor, perceived risk, and a technological innovation factor, compatibility. The results of an online questionnaire filled out by 1,111 Japanese online consumers pointed out that a consumer whose lifestyle is more price-oriented will perceive fewer risks to Internet shopping. Consumers who are more net-oriented will perceive more compatibility in purchasing through Internet shopping than less net-oriented ones. The findings revealed a contradiction to findings of prior studies purporting that having a high-innovative or high-net-oriented lifestyle does not make Japanese consumers purchase through the Internet.