A quaternion is a sum of a scalar (the "real" part) and three quaternion parts: q = a + bi + cj + dk. Multiplying a quaternion by a real is commutative: qs=sq. Multiplying a quaternion by another quaternion? That's not necessarily the case. The above multiplication rules readily yield ij=k, jk=i, and ki=j. Switching the order yields a different picture: ji=-k, kj=-i, and ik=ij.
One view of quaternions that might help you gain that "intuitive understanding" is to look at a quaternion q as comprising a scalar real part a and a vectorial "imaginary" (better: "pure quaternion") part \vec b: q = \begin{pmatrix} a \\ \vec b \end{pmatrix}. Note the similarity to a complex number, which can be viewed as comprising a scalar real part and a scalar imaginary part: z= \begin{pmatrix} a \\ b \end{pmatrix}. The difference is that the imaginary part is a scalar with the complex numbers but is a 3-vector with the quaternions: b = b_1 \hat i + b_2 \hat j + b_3 \hat k.
Aside: You probably have seen \hat i, \hat j, and \hat k used to represent the unit vectors along the x, y, and z axes. Where did that notation come from? The answer is the quaternions.
What happens when we multiply two quaternions q_1 and q_2 represented in this form, q_1 = \begin{pmatrix} a \\ \vec b \end{pmatrix} and q_2 = \begin{pmatrix} c \\ \vec d \end{pmatrix} ? It's similar to how complex numbers are multiplied, but with a twist. There are two ways to "multiply" 3-vectors, the dot product and the cross product. Both of these products show up in the scalar+vector representation of a quaternion:
q_1 q_2 = \begin{pmatrix} a \\ \vec b \end{pmatrix} \begin{pmatrix} c \\ \vec d \end{pmatrix} = <br />
\begin{pmatrix} a - \vec b \cdot \vec d \\ a\vec d + c\vec b + \vec b \times \vec d \end{pmatrix}
Also the idea that an algebra can be non-commutative can be very confusing.
This is a very useful concept, one that goes well beyond quaternions. For example, consider the set of NxN matrices. Two such matrices A and B add, element by element. They also multiply, and since A and B are square, both AB and BA are well defined. However, AB in general is not equal to BA. The difference between AB and BA turns out to be a very useful concept, such a useful concept that it has its own special notation: [A,B]=AB-BA. This "Lie bracket" pops up in many, many different places.