Taiwan has over the past few years spent a lot of effort promoting the New Southbound Policy. With the smartphone and internet penetration rates in South-Asian nations having been increasing steadily, online shopping has become more and more popular among consumers. Online shopping platforms, which present huge business opportunities, therefore, Cross-Border E-commerce is worth promoting. The paper investigates to what extent consumer purchase intention is affected by company brand image and perceived value. Thailand’s Baggo Company serves as the study object. The paper employs questionnaire survey. Data analysis is based on 669 valid returned questionnaires. Data analysis reveals although there is significant difference between the young customer group (aged below 19) and the less educated group (middle school and below) as to brand image, perceived value and consumer purchase intention, both groups manifest high degree of agreement of brand image and perceived value of Baggo Company. Customers with monthly income below 15,000 THB and buyers cash on delivery display the highest degree of agreement. Regression analysis shows brand image and perceived value are positively correlated to customer purchase intention. The result of data analysis is consistent with the hypotheses proposed by this study and other research.