In today's world dominated by superior technology, intense competition and rapid flow of information, the internet has become a mandatory element that use in every area. The need for using time more efficiently, pushed people to do more and more shopping on the internet by reasons especially such as changing living conditions, working conditions, parking problems, more involvement of women in business. Therefore, revenue derived from sales made over the internet are becoming increasingly important for businesses. This is an issue that needs to be emphasized momentously for businesses. Dealing with the most general definition, the involvement is the interest and importance exhibited by consumers about a topic or product. Measuring the level of consumer interest in terms of determining the issues that attracting, attention or importance of consumers, is important to understanding the behavior of consumers and to develop appropriate strategies by firms. Therefore, to determine the level of consumers involvement about making a purchase on the internet has been identified as the purpose of the research. In the study, it measured that the levels of consumer involvement about online shopping by the scale of five-dimensional (interest, pleasure, sign value, risk significance, risk probability) version of involvement that developed various periods ending in the literature.
Keywords: Marketing, Internet, Online shopping, Consumer Involvement, Involvement Scale