The e-commerce pre-sale model for apparel is a kind of marketing method for retailers to generate actual consumption through online consumers’ payment of deposits or full payments. The online apparel’s re-sale model, an effective competition, can effectively reduce inventory, predict production and increase the actual profits of enterprises. Based on the perceived value of consumers, SPSS21.0 and AMOS21.0 are used to analyze the collected information, verify the hypotheses of the initial model of consumers’ purchase intention under the pre-sale model, and then make modifications. The relationship among variables can be revealed and this paper explains the performance of the influence of pre-sale mode on consumers’ purchase intention, by analyzing correlations among perceived benefit, perceived sacrifice and perceived value, as well as the impact on purchase intention.