Oliver-Betts-Mayer (1999-2001-2002), they have studied that there were a vast amount of people window shopping online but they were few regular buyers. It might be the lack of intentions to purchase or because of problems that occur while customers go online shopping that affects the customer to continue what they’re doing. Therefore, according to Berthon (1996), to identify the reasons behind the purchase reluctance of consumer or why people abandon their shopping carts and stop purchasing, before attempting an online shop they need to understand how surfers become not only interactors but a purchaser too. Finally, making them into a continuous interaction with this kind of environment.