Have you ever bought a book from Amazon, purchased a movie or a music album from iTunes, booked and paid for a hotel room or a plane ticket at Expedia, ordered clothes or cosmetics from the brand’s website, sold your unused stuff on eBay, ordered a fitness class with discount through Groupon? If the answer is yes, then you are an online shopping consumer. Online shopping is a form of electronic commerce which allows people to purchase and sell products or services over the Internet using a web browser. Besides using the desktop computers, online shopping also includes using the mobile phones, tablets and other devices which can connect to the Internet. Michael Aldrich, pioneer of online shopping, invented online shopping in 1979. His system only consisted of a modified domestic TV, a computer which can process real-time transaction, and a domestic telephone line. (It was not until 1994, when Netscape introduced Secure Sockets Layer, a kind of cryptographic protocols, into web browser, that people began to consider the Internet as a way to process transactions.) A order of a pepperoni pizza from the online pizza shop opened by Pizza Hut is the first known web purchase, which was took place in 1994(ENISA, 2010). Since then, online shopping started to grow.
Several years ago, people only went shopping in physical retail stores, but now more and more people choose to shop online. With the development of economies and technologies, the number of people who are connected to the Internet is above 2.3 billion worldwide. As a direct result, this has greatly influenced the rapid growth in online shopping. In 2012 alone, 184 million Americans as well as millions of others worldwide went shopping online. The revenue of online shopping in 2012 reached over $362 billion, and is estimated to increase to over $542 billion in 2016. Compared to the year of 1995, this number was only about $10 billion (eMarketer, 2012). Mobile