Users can evaluate and consider merchandise utilizing product information on the web site, as well on other websites corresponding to websites about product tests. Online retailers has place much emphasis on customer belief side, belief is one other means driving customer’s behaviour in digital environment, which may depend upon customer’s perspective and expectation. Indeed, the company’s merchandise design or concepts cannot met buyer’s expectations. Customer’s purchase intention based on rational expectations, and moreover impacts on emotional belief. Moreover, those expectations can be also establish on the product information and revision from others. Statistics present that in 2012, Asia-Pacific elevated their …