In a period marked by the revolutionary impact of the internet and the new technologies, one of the biggest challenges facing advertising and marketing professionals is to understand the nature of these changes and their consequences to consumer’s behavior. This discipline intended to identify worldwide, European Union and Portugal trends regarding to internet application; To  fully analyze the several theoretical models about online consumer’s behavior; To understand the virtual consumer’s behavior decision-making as a process taking in account every steps; To understand all the specificities of online individual consumers; To understand all the specificities of online individual consumer’s as a part of a group and a cultural context; To characterize the communication process leading to decision-making; To analyze and understand the website’s design role on consumer’s behavior; To identify and understand the studies implications of online consumer’s behavior on Marketing and Advertising.