1. INTRODUCTION In general, electronic commerce is the process of buying and selling goods or services using electronic systems between organizations and in business-to-consumer (Saxena, 2013). With the passage of time, e-commerce has become one of the essential features of the Internet age. According to the Center for Communication Policy (2001) at UCLA (University of California, Los Angeles), online shopping has become the third most popular activity on the Internet, just after the use of e-mail, instant messaging and web browsing. web. Online shopping behavior which is also known as online purchasing behavior and Internet shopping or purchasing behavior refers to the process of purchasing products or services through the means of These factors are found to be the ones that most influence attitudes and customers' online purchasing behavior. Measures that have been employed to assess salesperson characteristics in factual studies include factors such as; real existence of the shop, i.e. the physical location of the shop, the reputation of the shop, its size, its reliability, the number of accesses to the shop on the Internet, insurance mechanisms such as guarantees, seals, etc. and the use of testimonials (van der Heijden et al. 2001; Bhatnagar et al. 2001; Product characteristics that impact customer online purchasing behavior are as follows; variety of goods, quality, performance and l product uncertainty, product availability, product price, social presence requirements, product presence requirements, product reliability, the possibility of customized products, and product branding (Jahng et al. 2001 ; Liang and Huang 1998; Kim et al. 2001; Cho et al. 2001; Muthitacharoen 1999). The service results related to this factor directly influence consumer purchasing behavior. Furthermore, there appears to be an impact on user satisfaction. Although it is important, there are only five studies that include it. According to Haubl and Trifts (2000), potential consumers appear to use a two-step process to make purchasing decisions. Initially, consumers typically examine a large set of products in order to identify a subset of promising alternatives that appear to meet their needs. They then evaluate the subset more thoroughly, making relative comparisons between products based on some desirable attributes, and make a purchasing decision. Using a controlled experiment, these authors find that interactive tools designed to assist consumers in initially screening available alternatives and to facilitate in-depth comparisons between selected alternatives in an online shopping environment can have strong favorable effects on both the quality and efficiency of shopping. purchase decision (Haubl and Trifts 2000, p.