Internet bookstores are very important research field in e-commerce. To know customer needs of internet bookstores is very essential. The purpose of this study is to develop the content needs based on Maslow's theory, prioritize these needs and explore gender difference in internet bookstore users to strength the right market position. The analytic hierarchy process method was adopted to analyze data and a total of 18 internet bookstore users were selected. According to the results, the prioritization of hierarchy needs is consistent with Maslow's theory including physiological needs, safety needs, esteem needs, self-actualization needs, and spiritual needs and little difference in gender. This study provides some academic and internet bookstore managers some suggestions.