As online shopping has gained popularity, the unnecessary purchasing of products and services has become an issue in consumer societies, due to the increased convenience. Accordingly, in this study we examined the relationship between consumer attributes and unnecessary online purchases made while under the influence of promotions. The results of this investigation show that, just as there are differences in internet usage and consumer affairs consultation depending on consumer attributes, consumer habits relating to unnecessary online purchases vary with the consumer’s sex, age, and occupation. These results indicate that consideration of consumer characteristics is important for effective consumer education regarding unnecessary online purchases.