It has been an inevitable trend for businesses to do the marketing activities on the Internet and attempt to gain the competitive advantages by developing marketing strategies. Therefore, understanding the determinants of consumer's purchasing intentions in online shopping represents a significant contribution to the area of business-to-consumer electronic commerce. Data from a survey of 297 consumers of online bookstores to examine the effects of website characteristics (such as website content, shopping convenience, and personalized service) and perceived risk on consumer's purchasing intentions. The analytical results indicate that all website characteristics positive influences relative consumer's purchasing intentions. Perceived risk negative influences consumer's purchasing intentions.