The purpose of this research is to analize and test the positif effects of customer hope on overall satisfaction, trust, and commitment; brand value quality, price, social, and emotional on customer hope; brand innovativeness on customer hope; and customer goal attainment as the moderating of customer hope on overall satisfaction, trust, and emotional. The rapid growth of e-commerce in Indonesia with huge value is contributed by online store transactions, from both general and specialty online stores, like Qlapa.com. The competition among specialty online stores requires the managers to pay attention on their target customers’ hope perception dan monitor their performance via website platforms. Data were collected from 115 respondents which were taken using convenience sampling method, through questionnaires with Likert scale and distributed online. The primary data were analized using PLS SEM. The results of this research indicated that brand innovativeness has positive significant effect on customer hope. Customer hope has positive effect on customer overall satisfaction, trust, and commitment. Customer goal attainment as the moderating effect has significant effect on hope to customer commitment. The strongest path of indirect effect was brand innovativeness via customer hope to customer overall satisfaction. The results of this research are expected to provide inputs to specialty online stores business people regarding the importance of brand innovativeness role in fulfilling customer hope and how hope could effect the online store outcomes. / Tujuan dari penelitian ini adalah untuk menganalisis dan menguji pengaruh positif customer hope terhadap overall satisfaction, trust, dan commitment; brand value quality, price, social, dan emotional terhadap customer hope; brand innovativeness terhadap customer hope; serta customer goal attainment sebagai pemoderasi customer hope terhadap overall satisfaction, trust, dan commitment. Pertumbuhan transaksi e-commerce di Indonesia yang pesat dengan value besar diperoleh dari transaksi online store, selain dari online store yang bersifat general juga dari online store yang bersifat specialty, seperti Qlapa.com. Persaingan specialty online store mendorong pihak pengelola harus memperhatikan persepsi hope dari target konsumennya, dan memonitor kinerja melalui platform website. Data dikumpulkan dari 115 responden yang diambil secara convenience sampling melalui kuesioner dengan skala Likert dan didistribusi online. Data primer dianalisa menggunakan partial least square (PLS) structural equation modeling (SEM). Hasil penelitian menunjukkan bahwa brand innovativeness berpengaruh signifikan secara positif terhadap customer hope. Customer hope mempunyai pengaruh positif terhadap overall satisfaction, trust, dan commitment. Pemoderasi customer goal attainment berpengaruh secara signifikan pada hope terhadap customer commitment. Jalur indirect effect yang terbesar yaitu pada brand innovativeness melalui customer hope terhadap customer overall satisfaction. Hasil dari penelitian ini diharapkan dapat dijadikan masukan bagi para pelaku bisnis specialty online store mengenai pentingnya peran brand innovativeness dalam memenuhi customer hope dan bagaimana hope mempengaruhi online store outcomes.