This study explored the recent changes in online shopping users based on their responses to Naver shopping. The overall research model was established as the effect of product assortment diversity and ease of use on purchase intention through shopping pleasure and it was predicted that user's motivational tendency and whether to experience competitor online shopping would have moderating effects. According to the results, first, the positive influence of product assortment diversity and ease of use on shopping pleasure and the positive influence of shopping pleasure on purchasing intentions were identified. Second, according to the analysis of the moderating effect of consumer motivation, the positive impact of product assortment diversity on shopping pleasure was stronger for participants with promotion-focus compared to those with prevention-focus, while the effect of ease-of-use on shopping pleasure was stronger for participants with prevention-focus compared to those with promotion-focus. Regarding the moderating effect of whether to experience competitor online shopping, the positive impact of product assortment diversity on shopping pleasure was stronger for consumers who have not experienced competitor online shopping, while the effect of ease-of-use on shopping pleasure was partially stronger for those who have experienced competitor online shopping. This study suggests implications for the future strategies of online shopping firms by revealing that the response of recent consumers using online shopping depends on consumers’ motivational tendency and their experience of competitor online shopping.