In recent years, online shopping has benefited great importance and popularity across the world. The purpose of this study is to identify factors affecting consumers’ online shopping intention. A paper-based survey questionnaire was distributed among the residents of Tehran and ultimately 355 questionnaires were used for modeling. The results of the structural equation modeling revealed that factors such as trust, positive attitudes towards online shopping, traffic restrictions, consumer resources could have their own positive effects on individuals’ online shopping intention; in contrast, perceived risk, sense of place, and positive attitudes towards in-store shopping could bring about negative impacts on such orientations. The effects of some socio-demographic variables and product-related ones were also further discussed. The findings of this study could be used for online stores in order to attract more consumers as well as for transport system planners in order to reduce demands for shopping trips and thus control traffic.