The relationship-orientation is an important concept for understanding both of marketing theory and practice. However, not many research have focused on how to develop the relationship-orientation of end users. Therefore, the objective of this research is to confirm the key factors relevant to the relationship-orientation. This research studies(1) the transaction style of individuals, and (2) social influences on the relationship-orientation. Customers want to reduce the number of choice sets because of transaction style, including (1) efficiency of decision making, (2) simplification of information processing, (3) avoidance of future perceived risk, and (4) pursuit of cognitive consistency. Customers are influenced by social factors such as family members, reference groups, and opinion leaders. The following conclusions were drawn based on results of research analysis: (1) efficiency of decision making and avoidance of future perceived risk affect the relationship-orientation, and (2) influences of family members and opinion leaders to the focal relationship affect the relationship-orientation of individuals.