Electronic commerce has determined great changes in consumer behavior, changes caused mainly by the modification of factors that influence online consumer behavior. Among the many factors that play a key role in virtual consumer behavior the paper presents the significance, the characteristics and the specificity of psychological and social factors. This is due to the relevance of marketing research which proves that the Web experience generates mutations in mental processes that trigger the

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... ine buying decision. Therefore, marketers should acknowledge the importance of the study and the influence of these factors due to their increasing power in the digital world.