In a competitive environment, the act of shopping goes beyond the simple function of buying, it can be a source of emotions, fantasies and sensations hence the utility of taking an interest of e-consumer's behavior in order to make it a source of differentiation. So it is to offer consumers an environment that adapts to the evolution of their expectations without marginalizing the purchase in itself, these are the conditions that contribute to the creation of value for the Internet user. So the objective is to combine creativity and innovation in order to offer the consumer navigating on the Net a unique experience both gratifying and hedonic. Considering all these elements, this research aims to determine the impact of the perceived value in virtual environment on the consumer's behavior.
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