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Thus, consumers from the US or even Africa can solve problems immediately without telephone bills or delays (especially for international consumers) through the Internet chat.An important, yet often neglected aspect of academic research is how consumers use the Internet as a communication means. American Online (AOL), the US-based biggest Internet service provider estimates that 10 million consumers spend approximately 25% of their online time in web-based chatting in one of 18,000 chat rooms (Marsh 1997).In this study, we explore several aspects of consumers chatting behaviors, using Microsofts Net Meeting (MNM), one of the popular multimedia-based chatting servers that is used around the world.Indeed, the Internet is moving from a static computer world to a space for human interactions.To date, academic researchers have examined: online consumer behavior (Geissler and Zinkhan 1998), Internet advertising strategy (Leong, Huang, and Stanners 1998), elctronic matketing strategy (Quelch and Klein 1996), and the economics of the Internet (Bakos 1997).Siéntase libre de hablar en inglés, español o portugués.Nuestros visitantes vienen de todas partes del mundo.Today, chat is an essential component of many commercial Web sites and even public ones.For example, for the sake of public welfare, the US government runs its own chat rooms (USA Today 1999). For instance, the US-based floral firm, has been successfully using web chat functions in order to provide customer service. Pitt (2001) ,"Global and Cultural Perspectives on Web-Based Chatting: an Exploratory Study", in AP - Asia Pacific Advances in Consumer Research Volume 4, eds. ABSTRACT - The World Wide Web has the potential to change much about human behavior and human interactions. Muller, Provo, UT : Association for Consumer Research, Pages: 243-250.