This study is an exploratory investigation into the effects of the fit among product characteristics, marketing functions, and information technology on the performance of internet shopping malls, a representative form of business-to-consumer electronic commerce. Prior research related to internet shopping mall performance has primarily focused on mall design and interface; however, research simultaneously considering product characteristics, marketing functions, and information technology—all critical components of internet shopping malls—remains scarce. Therefore, this study analyzed the impact of information technology implemented on internet shopping malls on the marketing functions required at each stage of the consumer purchasing decision process, and sought to test the hypothesis that the fit between product characteristics—classified by durability, shopping habits, and type of utility—and marketing functions affects internet shopping mall performance. To simultaneously satisfy the exploratory nature of the research and the need for variable control, this study adopted an experimental simulation method and collected data in a laboratory setting from eight actual domestic internet shopping malls. The results indicated that information technology implemented on internet shopping malls does influence the marketing functions required at each stage of the consumer purchasing decision process. Furthermore, the hypothesis that the fit between marketing functions and product characteristics affects internet shopping mall performance was partially supported. For durable shopping goods and functional products, marketing functions at the alternative evaluation stage influenced shopping mall performance; for emotional products, marketing functions at the need recognition stage were influential; for convenience goods, marketing functions at the information search stage were influential; and for non-durable goods, marketing functions at both the need recognition and alternative evaluation stages influenced shopping mall performance. Additionally, it was found that marketing functions at the purchase decision stage did not influence shopping mall selection regardless of product characteristics.