Abstract
Organizations are continually looking for new ways to deliver value to their customers. However, many of the traditional ways of delivering value have had limited success. Delivering value over the Internet, or electronic commerce, takes on a whole new set of challenges since customers have to interact with a Web site and have to realize some intrinsic values for shopping in this new medium. This research utilized a qualitative approach methodology to uncover and propose a theoretical model that organizations can use to increase value to their customers.