This research apply consumer value theory to explore the impact on consumers when purchasing fruits and vegetables on the web. Further, this research introduce trust, consumer inertia and demographic variables as moderators to measure the moderating effect between consumer value and online shopping wishes. The data was collected by online questionnaire and interview survey. A total 418 valid questionnaires was recovered, making the validity rate of 92.9%. The empirical results show that the functional value, social value, emotional value and conditional value has significant influence on online shopping wishes. But in terms of value perception is not significant. Further, the trust and consumer inertia have significant moderating effect between consumer value and online shopping wishes but demographic variables, including sex, age, marital status and income, have not.