The Internet allows small businesses to acquire and maintain their market share which helps them compete with big industry. The Internet is no longer as new in the minds of today's population as the availability of an Internet connection is. Indeed, the Internet and digital information have taken over many aspects of our lives, from communication to information consumption, to new ways of doing business. It reinvented our vocabulary and gave new meanings to words in cyberspace, for example surf, visitors and hit or surf (Nicholas and Dobrowolski, 2000). These changes in meaning can also be found in the word “user”, which can mean a browser or a visitor. Consumers today are increasingly using technology as an effective tool in their shopping experience. The popularity of Web2.0 has contributed to the growth and public popularity of social networks and created a new world of collaboration and communication. Online shopping is a complex process and requires basic IT knowledge and requirements (credit card, computer) for customers to purchase goods online. However, the Malaysian government's focus is on creating the platform needed to support e-commerce. Malaysian e-consumerism is evolving rapidly due to the awareness and availability of communications that convince consumers to engage in e-commerce activities. In Malaysia as of March 2011, according to Internet World Stats, there were Internet users with a penetration of 58.8% and 1,331,800 broadband subscribers as of March 2008. ). Malaysian online shopping penetration (those purchasing or ordering goods and services online) in 2000 was 1% of the total adult population in Malaysia (Taylor Nelson Sofres, 2001). Accor......middle of paper......2006). (Peter Drucker, 1999) wrote: “in the natural psychological characteristics of electronic commerce, remoteness has been eliminated. Every company must be competitive internationally. The rivalry is no longer local." tactical evaluation will result in the best reward, investing in online marketing (Scanlon, 2009). Consumers can evaluate competing goods and services with minimal expenditure of staff time or effort, resulting in competitive business markets and lower brand loyalty ( Srinivasan, 2002 ). Therefore, my study will be determined to realize the causes of loyalty in the online shopping environment. Consumer-created information has acquired quite a significant influence on consumer behavior, such as decision-making. Online consumer reviews are part of consumer information created by website users who have now purchased the target product (Park, 2007).