Purpose This research focuses on domestic e-commerce as a tool for effective value creation strategies. The key factors used to create value are determined by lock-in, complementarity, efficiency, and novelty. Methods This empirical research method in relation to value creation factors, customer value and purchase intention is analyzed using hierarchical regression analysis. Results As a result of this research, the key factors used to create value in domestic e-commerce are efficiency and novelty, and customer value has a partial mediating effect on the value creation factor and purchase intention. Conclusion This research suggests value creation factors that are important from a customer's point of view. Efficiency and novelty have a positive effect on purchase intention.