Online customers' purchase decision is different from offline customers' purchase decision because of the inherent risks and uncertainty involved in the purchase decision process. This book examines the purchase decision of online customers from perceived value perspective. Perceived value has been studied as an important predictor of customer purchase decisions offline but hasn't been given due attention in examining online purchase decisions. In this book an attempt has been made to examine both potential and repeat customers purchase decision', compare the strategies of potential and repeat customers as well as examine how the purchase decision making of repeat customers' change as a customer purchases with the online store. This book is intended for both academics delving into the area of online consumer behavior as well as for practitioners who wish to develop strategies for targeting potential customers and retaining repeat customers.