Online shopping is one of the most important and popular Internet applications. Previously,
while focus of the sales was about durable goods on internet, today almost every product or
even service can be bought and sold. Internet, which is described as a new marketing channel,offers a different shopping environment for consumers, provides a different shopping channel
that allows customers to shop without stores and showcase visiting which can be very tiring.
Also, customers can solve the shopping problems by using some advantages of the Internet
such as comparing the goods and getting some recommendations (Altug and Ozhan, 2012, p.2).
E-commerce has led to a new era of trading online all over the world. Especially in the USA,
such sales activities are expected to amount to $250 billion as of 2014 and to reach growth rate
of 8-10% yearly (March, 2010).