Increase of public access to the Internet has caused rise of a special position for trade through the World Wide Web. features of e-commerce such as globalization of trade, removal of time and space constraints, reduction of the price of resources for purchase, increase of sale percent, absence of time constraints on transactions, easy access to the required information, decrease of transaction costs, reduction of times costs of transactions and many other benefits of ecommerce have raised a substantial growth of ecommerce (Allen & Fjermestad, 2001). Rapid development of information and communication technologies in today’s activities of business has been considered as the most important long-term process in the world trade. Emergence of ecommerce in recent decades has provided an unprecedented marketing opportunity for trade (Heidar zadeh & Adel pour, 2010). Currently, people enable to have access to internet not just through personal computers but also television and telephone. Further, change in lifestyle hastended the customers to internet purchase. In line with growth in internet purchase, the number of firms which supply their products to customers through internet increases, otherwise they will lose market share in competition with their internet counterparts (Hosseini et al. 2006). Internet sale encompasses about 2.5% of total volume of sale of goods throughout the world. This percent keeps increasing about the special goods for women rapidly. Internet sales have been conventionalized in a special form in some categories of goods such as computer and a variety of computer software (25%) and a variety of books(12.5%)( Hawkins et al. 2004). Internet despite traditional media span all the purchase stages including detection to need, search of information, purchase of products and after purchase activities. Public media has no longer such features. This new media has changed the behaviors that the customer emerges during his purchase (Jayawardhena, et al). Overview of purchase process and consumer behavior in internet for the e-commerce firms is of great importance for acquisition of customer, increase of sale and profitability. Further, overview ofmotives, special behaviors and demographic features of internet purchasers will be effective in providing marketing programs, predicting market size and segmenting market
