In this study, we examine the mediating effects of purchasing situations between virtual experience and consumer behavior of online shopping, and compare the mediation model of clothing consumers with that of computer, communication, and consumer electronics (3C) consumers. We combined 2 studies to test the proposed hypotheses. Study 1 consisted of exploratory factor analysis (EFA) to determine the most appropriate scale structures in a sample of 335 participants, followed by confirmatory factor analysis (CFA) in Study 2 to confirm the established structures and determine the mediation models for a sample of 1,056 participants. The results partially supported the mediation hypotheses and assured the existence of different models in clothing and 3C consumers. The differences between these consumers are closely associated with product categories, consumer needs, and market trends.