To use on-line shopping more actively and efficiently by effectively and secondarily using sites of Internet shopping.

A favorite merchandise list generating and transmitting device 2 presents merchandise lists of specific groups from a merchandise data file 19 to a user's terminal at a request made by the user accessing through a communication line, stores only articles that the user selects from those merchandise lists as a favorite merchandise list in a customer file 17, and reads the favorite merchandise list out of the customer file 17 and outputs it at a user's request. When the merchandise lists are displayed on the user's terminal, check fields for specifying favorite merchandise and check fields for desiring to purchase the merchandise are displayed adjacently and thus direct purchase is handled. Here, available are a function of allowing the user to persuade a friend to give a gift, a function of introducing merchandise to friends by word of mouth, and a function of allowing the user to directly order a merchandise.