Consumers are playing an important responsibility in online shopping. When online
retailers can identify the factors that can affect consumers’ buying behaviour and the
associations between these factors and type of online buyers, then they can further widen their
marketing strategies to convert potential customers into active ones and at the same time remain
the loyal customer as one of the asset of the business. The purpose of the paper will focus on
some consumer perception toward buying online decision. It was discovered that overall website
quality, commitment factor, customer service and purchase decision are key factors which
influence consumers’ perceptions, satisfaction and loyalty of online shopping. When customer
unsatisfied with their purchases or increase number of acceptable brand, an individual will
become less loyal and brand switching will be occur.