【正文】 nd in 1996 eBay recent years, online shopping has bee popular。however, it still caters to the middle and upper order to shop online, one must be able to have access to a puter, a bank account and a debit has evolved with the growth of to research found in the Journal of Electronic Commerce, if one focuses on the demographic characteristics of the inhome shopper, in general, the higher the level of education, ine, and occupation of the head of the household, the more favourable the perception of nonstore shopping., Enrique.(2005)The Impact of Internet User Shopping Patterns and Demographics on Consumer Mobile Buying of Electronic Commerce Research, An influential factor in consumer attitude towards nonstore shopping is exposure to technology, since it has been demonstrated that increased exposure to technology increases the probability of developing favourable attitudes towards new shopping shopping widened the target audience to men and women of the middle first, the main users of online shopping were young men with a high level of ine and a university profile is example, in USA in the early years of Internet there were very few women users, but by 2001 women were % of the online main idea of online shopping is not just in having a good looking website that could be listed in a lot of search engines or the art behind the also is not only just about disseminating information, because it is also about building relationships and making , organizations try to adopt techniques of online shopping without understanding these techniques and/or without a sound business than supporting the organization39。s majority of consumers choose online shopping for a faster and more efficient shopping researchers notify that the uniqueness of the web has dissolved and the need for the design, which will be user centered, is very should always remember that there are certain things, such as understanding the customer39。 that want to keep their customers or gain new ones should try to get rid of all mistakes and be more appealing to be more desirable for online this is why many designers of webshops consider research outes concerning consumer conducted by Elliot and Fowell(2000)revealed satisfactory and unsatisfactory customer of online shopping Online stores are usually available 24 hours a day, and many consumers have Internet access both at work and at establishments such as internet cafes and schools provide access as visit to a conventional retail store requires travel and must take place during business the event of a problem with the item – it is not what the consumer ordered, or it is not what they expected – consumers are concerned with the ease with which they can return an item for the correct one or for a may need to contact the retailer, visit the post office and pay return shipping, and then wait for a replacement or online panies have more generous return policies to pensate for the traditional advantage of physical example, the online shoe retailer includes labels for free return shipping, and does not charge a restocking fee, even for returns which are not the result of merchant error.(Note: In the United Kingdom, online shops are prohibited from charging a restocking fee if the consumer cancels their order in accordance with the Consumer Protection(Distance Selling)Act and reviews Online stores must describe products for sale with text, photos, and multimedia files, whereas in a physical retail store, the actual product and the manufacturer39。 shopping experience..Disadvantages of online shopping and security concerns Given the lack of ability to inspect merchandise before purchase, consumers are at higher risk of fraud on the part of the merchant than in a physical also risk fraudulent purchases using stolen credit cards or fraudulent repudiation of the online a warehouse instead of a retail storefront, merchants face less risk from physical Sockets Layer(SSL)encryption has generally solved the problem of credit card numbers being intercepted in transit between the consumer and the theft is still a concern for consumers when hackers break into a merchant39。the existence of many different seals, or seals unfamiliar to consumers, may foil this effort to a certain number of resources offer advice on how consumers can protect themselves when using online retailer include: also ensuring that there is prehensive contact information on the website before using the service, and noting if the retailer has enrolled in industry oversight programs such as trust mark or trust seal.whether or not the pany lists a telephone number and/or street address along with econtact information。and whether there are hidden price inflators, such as excessive shipping and handling charges. Ensuring that the vendor address is protected with SSL(see above)when entering credit card it does the address on the credit card information entry screen