The purpose of this study is to observe how well internet purchase behaviour can be explained using the explained variances from the model of goal-directed behaviour. Also, compared with TPB model, how high the variable increases explaining the behaviour intention and behaviour. Lastly, in the final structural modeling, whether there was any difference in the degree of need for cognition. As a result, the variance between MGB and TPB in explained behaviour intention was not large, but the variance in explained behaviour increased more for MGB than TPB. Also, among the higher need cognition group, past behaviour made a large impact on desire, while among lower need cognition group, past behaviour made large impact on behaviour.