In the context of e-tailing, website quality serves as a portal that affords informational cues of the product and services offered. Many scholars proved that more than a satisfactory website quality is one of the critical aspects for the success of the e-tailer as well as achieving customer's purchase intention. However, moderating effects of perceived risk and price tolerance on the relationship between website quality and purchase intention has not been examined. Furthermore, relationships between actual purchase and purchase intention have been relatively uncovered. Drawing from literature, we propose a research model to investigate interrelationships among website quality, purchase intention, actual purchase, perceived risk, and price tolerance. Conducting this research would contribute to our understanding of the moderator influence on the relation between website quality and purchase intention in the e-tailing environment and how this relationship leads to actual purchase behaviors.