Studies indicate that populations differ in how much they trust on-line companies in giving their credit card and personal information. For this purpose, companies provide some assurances to the shoppers. Six different categories of assurances presented to the user have been identified in this relation: Web site’s code encryption, blocking of unauthorized access, presentation of warnings and security procedures to the user, assuring the user their information is kept safe, and telling the user what kind of web browser they are using. The current study has the objective of determining the most significant ones among these factors that affect on-line shopping behavior in order to provide a safe and pleasant on-line shopping experience to the millions of e-shoppers.