E-store image influences purchase intention through perceived value. Though past studies fervently discuss the influence of store image and perceived value on purchase intention, few studies discuss the relationships among these three constructs. This study also argues that perceived risk influences a consumer's intention to purchase and thus mitigates perceived value's role as a motivator, which prompts the consumer to purchase online. The result of an online survey among consumers of two most popular shopping websites in Taiwan shows that e-store image influences purchase intention through perceived value and utilitarian value exerts a larger influence than hedonic value; however, perceived risk does not moderate the relationships between two types of perceived value and purchase intention. Meantime, the survey result shows that style, usefulness, and ease of use are the most important e-store image attributes.