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随着技术的迅猛发展和全球经济的紧急，电子商务对企业和个人都变得越来越重要。通过组织和人们对互联网的使用扩展为从网上购物电子商务发展的主要贡献者，电子商务、互联网商务。研究表明，到了90年代中期，基于互联网的服务在使用和覆盖方面迅速出现，导致它们的应用和部署创造了一种新的购物方法。因此，网络营销已成为新的电子商务和传统的“离线”公司，以利用这些新技术的关键。然而，营销和商业的基本要素通常是满足顾客的需求，因此，充分了解消费者在互联网购物方面的行为是任何公司利用它作为一种商业形式的关键成功因素。
消费者的行为是复杂的，可以说是情感与认知之间的动态交互，行为和环境事件。由于全球经济的新特点，人们一直认为，顾客对货物和信息的需求立即作出反应。以技术为基础的电子商务的需求可以说是可以满足的。因此，探讨主要决定因素对电子零售网站客户的选择有用的。此外，研究显示，消费者网上购物在英国接受比欧洲其他国家高很多。

Electronic commerce is becoming increasingly important to both corporations and individuals as a result of the dramatic development of technology and the emergency of a global economy. The expansion of the usage of the Internet by organisations and people is one of the main contributors to the development of e-commerce in terms of e-shopping, electronic business and internet commerce. Studies have shown that by the middle of the 1990s internet based services had rapidly emerged in usage and coverage leading to their application and deployment in the creation of a new method of shopping, (Wiggins, 1995). Thus online marketing has become vital to new e-commerce and traditional 'offline' companies in order to take advantage of these new technologies. However the essential ingredient of marketing and business generally is the satisfaction of customer's needs hence a full understanding of consumer behaviour in terms of internet shopping is a critical success factor for any company making use of it as a form of doing business.

Consumer behaviour is complex and can be described as a dynamic interaction between affect and cognition, behaviour, and environmental events, (Blythe, 1997). Due to the new characteristics of the global economy it has been contended that customers value immediate responses to their demands in terms of goods and information. A demand which technology based e-commerce is arguably able to meet. Therefore it is useful to explore the main determining factors on customer's choice of e-retail site. Additionally research has revealed that consumer acceptance of e-shopping in the UK is much higher than in many other European countries (Forrester Research, 2000). Literature also suggests as do previous studies that young educated people constitute a principal demographic engaging in online shopping. This research focuses on university students following other studies in arguing that they represent the principal demographic of online shoppers but also includes a sample representing other demographics in order to comparatively analyse behavioural patterns for shopping online between different groups.

Due to the nature of internet there are critically problems related to shopping online the major ones suggested as being security and privacy problems. These originate and are due not only to the deficiencies inherent within Internet and e-commerce security but also as a result of customer distrust of such measures as a result of perceived inadequacies with procedures, (Panko, 2001). Yet even with these problems online shopping has grown exponentially therefore an interesting interaction must be occurring between consumer behaviour and these factors, an interaction this research proposes to examine and analyse.

Research suggests that online sellers have made successful efforts to increase customer's confidence and usage of shopping online through the improvement of security performance and privacy protection. Companies like eBay and Amazon.com illustrate successful example