Abstract
This study challenges the conventional assumption that online customers with high purchase intention routinely move to the purchase stage. To this end, the process of how online customers form purchase intention and behaviour is examined. On the basis of product value distribution (PVD), we propose that the hypothetically expected product value (i.e. PVD average) determines purchase intention, whereas the actual probability of attaining the expected product value (i.e. PVD variance) moderates purchase behaviour. This proposal indicates that the expected product value has significance only when repeated purchase is assumed given that most consumers do not repeatedly purchase the same product in reality. Thus, the actual probability of attaining the expected product value more critically affects customer behaviour than does its expected value. The effectiveness of the research model is verified by conducting a survey on 300 online mall shoppers in Korea. The results confirm model effectiveness.