Internet has developed in new delivery channels electronic transactions are increasing rapidly. This need has arisen to understand how they perceive directly to buy consumers. Most of the people who use the internet to purchase goods online, but that there are still some reasons for which consumers are reluctant to buy online. The attitudes of people toward the purchase online are different in Pakistan. The purpose of this study is to review the factors felt reservation of consumers in online shopping. The main objective of this research is to study, especially what are factors affecting the consumers directly for online shopping. To this end, a survey was conducted and the 120 questionnaires were distributed among the students of different universities and the general public. The replies have been analyzed by means of frequency distribution, average and chart analysis. The results of the survey analysis has shown that most of the people already shopping online and prefer to make their purchases online, but there are some factors such as psychological factors, social factors emotional factors, and the privacy factors which affect the buyer attitudes of online purchases. The protection of privacy and security are major problems that affect the behavior of the population to buy online. Various attitudes of consumers toward online shopping are not in rest in the study which reveals that the purchase online is easy, comfortable and better that conventional shopping due to various factors. Price, the trust, the convenience and the recommendations have been identified as important factors. Price was considered to be the most fascinating and affecting factor for the majority of students and the general public. Most of the consumers hesitate not to do shopping online, because of the insecure payment and transactions systems.