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The continue changes in today's market have made companies to seek new ways to attract and retain customers. More and more, the Internet becomes an important tool for conducting business transactions, which is known by called electronic commerce. This study sought to understand consumer behavior and buying decision process in the Internet environment as well as the use of elements of influence in this process. For this, a search was conducted using a descriptive qualitative method of analysis. The instruments for collecting data used were interview, using a script unstructured and carried out with six individuals randomly selected, and the questionnaire, applied to five groups, totaling 105 questionnaires. For the analysis were used the technique of content analysis (BARDIN, 2004) and the technique of Tree Similarities analysis via CHIC (COUTURIER; BODIN, GRAS, 2003). The results show that the process of purchasing decisions in the Internet environment is very similar to the process that occurs for purchase in physical stores. Moreover, consumers are influenced by various elements to perform the purchase, mentioning reference group and personality. [ABSTRACT FROM AUTHOR]

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