Abstract
Online shopping (e-Shopping) has grown at a rapid pace with the advancement in modern web technologies, there are then socio and technical aspects (factors) in the mentioned e-shopping. The following research paper highlights some mandatory socio-technical factors affecting consumer's behavior in online shopping environment. In this work a comprehensive conceptual model is put forward based on proposed reform DeLone and McLean Success Model for Information Systems. This model is used for the assessment of the success of eCommerce web portals. Approximately thirteen different hypotheses are proposed on the bases of this methodology which represent the cause and effect relationship among the various variables affecting consumer's online buying behavior. Further this work is simulated in iThink technology to show prominently that consumer's satisfaction and trust directly affects productivity of the organization. For development organizations the proposed methodology is valuable because it will facilitate in building the eCommerce websites, web portals whereas retailers can improve the productivity of their organization by accomplishing this.