The theme of this dissertation is to explore relationship among brand image, perceived quality, perceived value and customer satisfaction of online shoppers and to research the connections among those factors mentioned above and the repurchase intention of potential online shoppers. With the rapid development of Internet and the rapid increase in population of Internet, the application of Internet business has become comprehensive. The characteristic of interactive, convenience and diversity of features of internet now has drawn attention of all network store owners..In the field of e-commerce, no doubt, apparel category has been the most competitive. The establishment of internet brand can help distinguish from other similar products and can deliver an image of trustworthy to the consumers. It can also offer important information about the products directly. Therefore, the dissertation conducts a questionnaire survey and explores the connection among brand image, perceived quality and perceived value during online shopping behavior and their influence to customers satisfaction. Based on research result, the research is try to offer useful information for those who are running online stores.