E-commerce is another option for buying goods in modern society. Indonesia is a country that has very fast e-commerce growth. Online purchases need to have a positive attitude towards e-commerce in order to influence consumers' online purchase intent to use e-commerce. Many factors, such as utility value, hedonic value, privacy, and trust, determine a positive attitude of a consumer. The purpose of this study is to investigate the utility value, hedonic value, privacy, trust impact on online purchase behavior, and the impact of online purchase behavior on online purchase intent. The survey was conducted on 100 Lazada users in Surabaya City. The data was collected by directly distributing surveys to respondents using targeted sampling techniques. Analytical technology uses SEMPLS. The results show that the utilitarian value, the hedonic value, privacy, and trust had a significant positive impact on attitudes towards online purchases, and attitudes towards online purchases also had a significant positive impact on the intent of online purchases. This study enriches information related to the relationship among utilitarian, hedonic, privacy and trust in attitude toward online purchasing and online purchase intentions.