This research concerns a complex area that has been little researched to date. Therefore, an exploratory qualitative
approach that sought to provide insight into consumers’ experiences was indicated Qualitative research allows researchers to formulate interpretations of the subjects under study and to give representations of these interpretations in order to add to a body of knowledge in the form of four focus groups. Focus groups are particularly appropriate for this type of research, as they provide insight and depth into the attitude and behaviour intentions of a group of participants. A convenience. Student samples are well suited to e-shopping research because they are computer literate and shoppers of profile of students is closer to that of the online customer population than is the profile of the general population and accepted as suitable subjects for studies on the use of technological innovations . All participants were experienced Internet users and e-shoppers. The sample also represented younger age groups which is appropriate, as young adults in particular regard the social aspect of shopping as important and are major users of social networks.