Electronic commerce has become one of the essential characteristics in the Internet era. According to Center for Communication Policy (2001), online shopping has become the third most popular Internet activity, immediately following e-mail using or instant messaging and web browsing. It is even more popular than seeking out entertainment information and news, two commonly thought of activities when considering what Internet users do when online. Of Internet users, 48.9 percent made online purchases in 2001, with three-quarters of purchasers indicating that they make 1-10 purchases per year. When segmented into very versus less experienced Internet users, the very experienced users average 20 online purchases per year, as compared to four annual purchases for new users. a variety of factors related to website quality have been demonstrated to significantly influence consumers Online shopping attitudes and behavior. Better website quality can guide the consumer’s complete transactions smoothly and attract them to revisit this Internet store. In contrast, worse quality would hinder their online shopping moves.
Attitudes toward Consumers online shopping have gained a great deal of attention in the empirical literature, with 22 out of 35 papers focusing on it. Consistent with the literature and models of attitude change and behavior it is believed that consumer attitudes will affect intention to shop online and eventually whether a transaction is made. This is a multidimensional construct that has been conceptualized in several different ways in the existing literature. First, it refers to the consumers. Acceptance of the Internet as a shopping channel. Secondly, it refers to consumer attitudes toward a specific Internet store (i.e., to what extent consumers think that shopping at this store is appealing). These first two dimensions are negatively associated with the third, customers. Perceived risk. According to Lee and colleagues (2001), two main categories of perceived risk emerge in the process of online shopping. The first is the perceived risk associated with product or service and includes functional loss, financial loss, time loss, opportunity loss, and product risk. The second is the perceived risk associated with context of online transactions, and includes risk of privacy, security, and non repudiation. Among them, the influence of financial risk, product risks.
Consumer’s intention to shop online is studied by 13 out of the 35 papers. Consumers online shopping intention to shop online refers to their willingness to make purchases in an Internet store. Commonly, this factor is measured by consumers. Willingness to buy and to return for additional purchases. The latter also contributes to customer loyalty. Assess consumers. intention to shop online by asking a series of questions assessing the likelihood of returning to a store’s website, the likelihood of purchasing from the store within the next three months, the likelihood of purchasing within the next year, and general the likelihood of ever purchasing from a particular store again. In addition, there is evidence of reciprocal influence between intention to shop online and customer satisfaction. In addition, there appears to be an impact on users Satisfaction.