This study is a descriptive research that, recognizing the necessity of market segmentation research on Internet users, sought to identify the most appropriate segmentation method at the current juncture and analyzed the differences in browsing behavior and purchasing behavior among segmented groups. This approach can not only best explain Internet users' usage behavior but also provide deeper information and strategic implications for companies conducting Internet business to understand the characteristics of Internet users. This study segmented Internet users by analyzing KNP (Korea Netizen Profile) data, the most representative data on Korean Internet users. In segmenting Internet users, benefit segmentation was conducted based on the Internet services primarily used by users, and the characteristics of each market segment were derived by comparing and analyzing Internet user behavior across segments. The research findings were as follows. First, it was most desirable to divide Internet users into eight segments based on the benefits sought from Internet use. The eight groups were: lifestyle-oriented, professional information-oriented, entertainment-oriented, experience-oriented, relationship-oriented, practicality-oriented, active utilization (combining lifestyle, professional information, and entertainment orientations), and passive utilization groups. Second, each segment showed significant differences across various dimensions in browsing behavior on the Internet. Third, each segment showed significant differences in e-commerce behavior on the Internet. These research findings overcome the limitations of existing studies on Internet users and are considered to best explain Internet users' usage behavior. Furthermore, these findings can serve as a foundation for future theory development regarding Internet users, as well as provide deeper information and strategic implications for companies conducting Internet business to understand the characteristics of Internet users.