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The current article is to see the customers’ online purchase intention of electronic devices especially smart phones while considering the factor of consumer value theory. Online purchase is getting prominence in contemporary era in Malaysia. 200 customers currently using Apple electronic devices were selected as sample. Correlation was used to generate the results of study. The results shows strong correlation among purchase intention, price utility, functional quality and social self-image expression but playfulness and social relationship support are not strongly correlated to online purchase intention. The findings will help the electronic device manufacturers to see the important quality factors that affect the online purchase decision of customers.