Emerging of information technology in the world has brought a large change in the aspect of the market structure globally. Nowadays, consumers are exposed to several faster digital communication channels, wider networks, and new devices and their connectivity with marketers is growing every day and everywhere in the world. At the same time, the effects of the Internet on consumer purchase behavior and marketing practices is a major and challenging area of research. The study focuses on several influence factors which are important to online buying behaviors. Data were collected from 131 online shoppers with the prior shopping experience. The findings showed that trust, convenience, attitude and purchase intention have a significant impact on Tunisian consumers' online purchases. Improvements in the factors that influence consumers to shop online and working on factors that affect consumers to shop online will help marketers to gain a competitive edge over others.