Malware stays after factory restore

First issue was inability to update Kaspersky Internet Security. Looking at my system folders I saw files had been modified and permissions changed. I searched for help and the malware detection/removal tools I used either reported nothing or said system .dll files were found in non system folders.
I used many malware tools to no avail. I backed up personal files, to both a USB stick and a cd and completed a factory Restore using factory disks from Gateway then I installed Kaspersky. It appeared to work, until I accessed my personal files from the usb on my newly restored laptop.
Then the issues started again, I couldn't update Kaspersky and noticed modifications in system files, new processes running and I couldn't access the folder they were located in.
I purchased a copy of Norton, as I was using Kaspersky when I got infected. I initiated another restore to factory condition, 2nd time. This didn't function properly. Upon using the F10 key as I had previously, I couldn't restore from there anymore. I don't remember what the option was but it was odd. I changed boot setting trying to restore from discs. I finally got it to work using F12. The recovery console ran different. I installed Norton.
I then began a 3rd restore, which again was supposed to be to factory condition, I realized it wasn't. I had files from last installation which kept desktop modifications and even the updated version of Norton was still installed.
I searched more online and tried MANY different tools. I restored 4 more times, six total factory restores and I still have the problems. I have restored from both disk and Cd's.
Last night I found your forum and followed all the directions. "READ & RUN ME FIRST Malware Removal Guide (incl. spyware, virus, trojan, hijacker)" and followed these directions "Vista & Windows 7 Malware Removal/Cleaning Procedure"
I just want to restore my laptop to factory condition and start with a fresh pc. How can I accomplish this?

 

First, Thank you for helping so quickly!
I did what you said, I will attach the results.

I am a newbie and embarrassed regarding my ignorance, but need the information. Can I still use the internet and log on to site or is my privacy completely compromised? It also appears that every computer in my house has this same problem so with 4 computers I don't have a single clean system. Thanks again, your help and patience with my ignorance are appreciated!