SUMMARY
The aim of this study is to determine the role of Product Characteristics, web browsing and impulse and culture of buying online. Due to the growing application electronic commerce in all aspects of human’s life and the forming electronic markets and also increase the number of people to whom are shopping online form with planning and a focus on factors affecting the buying behavior users can be removing barriers and create conditions to make them more propensity performing to online shopping. The library section of present research by using of text and literature were extracted and on research designing the question of questionnaire was used as a Assessment Device, that the its validity and reliability were examined by experts in the industry. In the main part of research, information necessary to realize the objectives of this research were collected using of questionnaires. The reliability of the questionnaire by techniques Cronbach's alpha questionnaire was obtained amount of test that shows the validity of these questionnaire. Statistical population under study consisted of Qazvin University students who had experienced online shopping was considered. After completing the questionnaire by the statistical community, first by using of descriptive statistics we examined the condition of statistical population. Coding questions and data interred to the software AMOS and necessary outgoing was production and prepared and analyzed without interference or subjective inference By confirmatory factor analysis and help of SEM techniques the measure of the effect of each variable model was examined in total were traced through software AMOS models They were considered fitting all assumptions except the second and third assumptions is not rejected at the significance level 0.001.