There are a lot of researches about online shopping. Most studies intended to investigate factors affecting consumers' purchasing behavior on the Web. Swaminathan, Lepkowska-White, and Rao (1999) refered vendor characteristics, security of transactions, content for privacy, and customer characteristics as factors influencing electronic exchange. Wolfinbarger and Gilly suggested that consumers purchase and shop online with both reasons: goal-oriented and experience-oriented. According to Miyazaki and Fernandez (2001), perceived risk affected consumer online purchasing behavior negatively. They also found that Internet experience is negatively related to the existence of concerns regarding the privacy and security of online purchase and the perceived risks of conducting online purchases. Donthu and Garcia (1999) proposed that risk aversion, innovativeness, brand consciousness, price consciousnes, importance of convenience, variety-seeking propensity, impulsiveness, attitude toward adverting, attitude toward shopping, and attitude toward direct marketing would influence online shopping behavior and found that among them, age, income, importance of convenience, innovativeness, risk aversion, impulsiveness, variety-seeking propensity, attitude toward direct marketing, and attitude toward advertising were factors influencing online shopping behavior. Li, Kuo, and Russell (1999) found that "Consumers who make online purchase perceive the Web to have higher utilities in communication, distribution, and accessibility than those who do not make online purchases, and frequent online purchases perceive higher utility than occasional online purchasers" and "Consumers who make online purchases consider themselves more knowledgeable about the Web as a channel than those who do not make online purchases, and frequent online buyers consider themselves more knowledgeable than occasional online buyers." According to Jarvenpaa, Tractinsky, and Vitale (1999), perceived size, perceived reputation, trust in store, atitude, and risk perception would be factors affecting online purchasing behavior.

Considering the prior studies, this study selected several factors below in order to explain what influences consumer online purchasing behavior.

- Demographics (Age, Income, Gender, and Education)

- Perceived Risk

- The Reputation of Retailers

- Consumer Orientations (Conveniece-oriented and Experience-oriented)

- Price

- Type of Access

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Last updated: November, 2002
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