Literature review “The Internet has changed how information is communicated and processed. People use the Internet for different purposes, including communicating with friends, researching and monitoring online stock prices, trading stock, paying bills, banking, and shopping. Growing numbers of consumers purchase goods and services, gather product information, or just to browse online”(Demangeot & Broderick, 2007). People today are indeed bombarded with technology. Most people cannot get through the day without their laptops or smart phones, especially for today’s youth. Since today's college students were raised in a technological age. “It is no surprise that internet usage among college respondents has seen a marked increase in recent years” (Budden et al, 2007). “Most college students surveyed enjoy shopping online” (Arnaudovska et al, 2010). Online shopping gradually appears in people’s lives, especially in college students’ life. “Online shopping is the process whereby consumers buy goods or services directly from a seller in real time over the Internet. Online shopping environments are, therefore, playing an increasing role in the relationship between marketers and their consumers” (Demangeot & Broderick, 2007). Therefore, internet is not only indeed playing an important role today, but also in the future. “In the city of the future, bricks-and-mortar retailers will be just as savvy as their online counterparts. In recent years, the convenience of purchasing almost anything via the Internet has driven the decline of numerous chains. Stores don't have the data websites do, so they don't understand their customers as well. However, they're increasingly experimenting with new ways to lure you into their aisles, analyze your patterns and fine-tune their offering-just as the websites have done for years”(Castaldo, J. 2012). For sales of electronic