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The present investigation has the purpose of identifying the factors that influence in the buying decision of the final Internet consumer in the area of Mexico City. The instrument used was a questionnaire applied to 426 people of the area of Mexico City with a confidence factor of .95 and a sample error of .05. The present investigation was realized as a marketing thesis and the results shown in this investigation are the final reuslts from 426 questionnaires. We identify factors that make people take the decision of purchase via web, this is because they don´t have culture of using the internet and they don´t trust the system. It is easier to buy products the traditional way than making a little effort and try new things