The factors and relationships that influence the browsing and buying behavior of individuals when they shop on-line are very complicated. Specifically, they are interested in individual buyers using business to consumer sites. In general, advantages of online shopping as perceived by consumers include convenience, selection, price, original services (services that may be available online but not elsewhere), personal attention (some consumers perceive that they get more personal attention from merchants by going online), easy and abundant information access, privacy (consumers may be able to view, compare, and buy items that they might be reluctant to buy in-store, and freedom from sales people).