In Internet age, traditional transaction concepts are being examined in new perspectives. Electronic commerce, as a new transaction paradigm, is being paid attention to reexamine traditional marketing theories. In this study, equity is adapted to electronic commerce. We add Navigational Equity to existing equity concept: Payment and Service (Huppertz et al 1978). The research model of this study consisted of three major constructs such as equity, normative comparison of equity and consumer satisfaction in electronic commerce. Additionally, the environments of Internet navigation, which include system quality, easy for use, social pressure, playful aspects, and security check, etc. were analyzed. The propositions were drawn from the research model of this study. These propositions will be used to generate hypotheses constructing simultaneous equation model. More empirical study of future is expected.