The world was come across with an electronic change that affected the form as the people if they communicate and that the value chain transformed all, since the producers and salesmen until the consumers. The InterNet revolutionized the marketing, that is defined as the exchanges between the individuals and the firms. To buy for the InterNet is if becoming one it forms well accepted to buy some types of products and services, being included products of computer, cars, trips,investments, clothes, flowers, books, music and property. Many factors are helping the development of the market in the InterNet, some are related the technological advances, others to the form as the corporative world changed its perceptions and some related to the change of the style of life of the consumers. The development of softwares of navigation and better systems of search is becoming the visits the InterNet in better and more exciting experiences. The increase of the amount and quality of available information and the presence of corporations and marks known in the InterNet also are generating more interest on the part of the consumers. In 1995, purchases online were a newness and expected that billions in year 2000 arrived the USS7 and expect that trillions in 2003 arrive the USS3.2 (Forrester Research, 1998). It has an increasing number of company that they can be had access by the InterNet and that, consequentemente, come the consumers with a convenient form and cheap to become a member of the community of the InterNet However, the majority of these store is losing money. Why this pparently contrary phenomenon to the intuition is occurring? The explanation can be in the risks associates to the purchases for the InterNet. These risks can appear, because the consumers are worried about the security of the transmission of the number of its credit card for the InterNet or, because they are apreensivos in buying some product without touching it, sentiz it or To have difficulties to return it, in case that it does not correspond to its expectations. Having placed this, however, we have that to affirm that the consumers are buying products for the InterNet. This must be happening, because the perception of risk associated with this type of purchase is being counterbalanced for its convenience. This dissertação tries to determine because some consumers buy for the InterNet and others not.