The increasing behavior of buying online provides great benefits for e-commerce business people. Various strategies in creating competitive advantage and business continuity are increasingly fierce competition. Business actors use various literatures in the context of online shopping behavior as an empirical source in designing each strategy that is built. Literature on online shopping behavior is a relevant source as a basis for strategic decision making in the era of digital technology. Many factors influence online shopping behavior, but not all of them can be implemented properly and effectively. Therefore, this research proposal aims to determine what factors are dominant in influencing online shopping behavior. The results of this literature review contribute to further research, that hedonic values, security, and product knowledge are thought to have an influence on purchasing decisions in the context of online shopping behavior.