This study is based on the Zeithaml¡¦s Means-End model. Moreover, this study examines how the on-line travel store image affects the perceived value of consumer. It adopts to evaluate the effect of perceived value by different store image dimensions, such as the store factors, the service, the design of websites, the merchandise, the promotion, the satisfaction after sale. The finding of the research is as followed. 1. The variables of age and income of demographic statistics can cause the difference of perceived value. 2. Different usage habits cause the difference of perceived value. 3. The attributes of store factors and merchandise of the on-line travel store image affect significantly to the perceived quality. 4. The attributes of the merchandise and the satisfaction after sale of the on-line travel store image has a negative affection on the perceived risk. 5. The perceived quality has a negative affection on the perceived risk. 6. The perceived quality has a positive affection on the perceived value; on the contrary, the perceived risk has a negative affection on perceived value.