Cognitive Innovative consumers are an important market segment for marketers. Revenue from new products adopted by innovative consumers plays a pivotal role for many firms. Hence having a correct understanding from the behavior and style of their purchase helps the firms to create and implement effective marketing plans for the new products. The current study investigates the behavior and shopping style of cognitive innovative consumers in electronic banking services through a hierarchical perspective. This research is quantitative and is practical in terms of the purpose. Yet it is a field study in terms of data gathering. The statistical population of this research includes the students of Azad University of Qazvin in Iran and the sample size is 384 persons. The resulted findings from this research, verify the hierarchy perspective of consumer innovativeness, specially the fact that cognitive innovativeness and domain-specific innovativeness are the best combination of predicting the adoption of new product behavior. Moreover the adoption behavior of these consumers follows the quality consciousness style. Results show that banks should target the cognitive innovative customers in order to have a successful marketing in regards with attracting customers and increasing the revenues from selling the electronic banking services.