This paper aim to answer the question of what factors affect the desire to buy goods online in Iran. To answer the research question, a questionnaire is designed and the necessary information is collected through a questionnaire in the city of Tehran. The sampling method is simple random, and used by experts and specialists in the field to improve the validity of the measuring instrument. In order to analyze the mentioned information, first statistical analyzes of the information are performed and the logit model and AHP model are used. The results of the logit model show that the variables of income, education, frequency of online shopping, objective factors including price, quality and credibility have a positive effect on people's desire to buy online and the variable of age has an adverse effect on consumers' desire to buy online. Also, with the help of AHP model, it is found that the importance of variables from the perspective of consumers to influence their decision to buy online, including objective factor (quality), 2-objective factor (trust in the website), 3-objective factor (price), 4-Behavioral factors and 5-mental factors.