This study aimed to identify customer value factors in online business, examine whether gaps exist between the level of customer value expected and the level actually provided in Internet shopping mall models and Internet portal service models, and explore the relationship between customer value and business value. Customer value factors in online business consist of economic value, convenience and speed value, personalization value, community value, emotional and entertainment value, and trust and responsiveness value. Through surveys on the two business models, the following research findings were proposed. First, economic value is an important factor in the Internet shopping mall model but does not function as an important factor in the portal service model. Additionally, trust and responsiveness value serves as a mediating variable between other value factors and repurchase intention in the Internet shopping mall model, but not in the Internet portal service model. Second, providing convenience and speed value to customers is a common success strategy across online business models, but in the Internet shopping mall model, strategies to enhance trust, responsiveness, and economic value are required. Meanwhile, in the Internet portal service model, strategies to enhance community value and emotional and entertainment value are required.