A quaternion is a sum of a scalar (the "real" part) and three quaternion parts: [itex]q = a + bi + cj + dk[/itex]. Multiplying a quaternion by a real is commutative: [itex]qs=sq[/itex]. Multiplying a quaternion by another quaternion? That's not necessarily the case. The above multiplication rules readily yield [itex]ij=k[/itex], [itex]jk=i[/itex], and [itex]ki=j[/itex]. Switching the order yields a different picture: [itex]ji=-k[/itex], [itex]kj=-i[/itex], and [itex]ik=ij[/itex].
One view of quaternions that might help you gain that "intuitive understanding" is to look at a quaternion [itex]q[/itex] as comprising a scalar real part [itex]a[/itex] and a vectorial "imaginary" (better: "pure quaternion") part [itex]\vec b[/itex]: [itex]q = \begin{pmatrix} a \\ \vec b \end{pmatrix}[/itex]. Note the similarity to a complex number, which can be viewed as comprising a scalar real part and a scalar imaginary part: [itex]z= \begin{pmatrix} a \\ b \end{pmatrix}[/itex]. The difference is that the imaginary part is a scalar with the complex numbers but is a 3-vector with the quaternions: [itex]b = b_1 \hat i + b_2 \hat j + b_3 \hat k[/itex].
Aside: You probably have seen [itex]\hat i[/itex], [itex]\hat j[/itex], and [itex]\hat k[/itex] used to represent the unit vectors along the [itex]x[/itex], [itex]y[/itex], and [itex]z[/itex] axes. Where did that notation come from? The answer is the quaternions.
What happens when we multiply two quaternions [itex]q_1[/itex] and [itex]q_2[/itex] represented in this form, [itex]q_1 = \begin{pmatrix} a \\ \vec b \end{pmatrix}[/itex] and [itex]q_2 = \begin{pmatrix} c \\ \vec d \end{pmatrix}[/itex] ? 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:
[tex]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}[/tex]
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: [itex][A,B]=AB-BA[/itex]. This "Lie bracket" pops up in many, many different places.