This study is about identifying attributes consisting consumers' online store image and underlying dimensions. Considering that the existing traditional store image studies have been revised and refined through diverse research methods and context, online store image studies so far have been conceptually and methodologically limited. In this regard, this study adopted qualitative approach to retrieve an exhaustive list of online store image attributes, and also adopted quantitative approach to identify online store image dimensions and to achieve external validity of the results. Data was collected through online survey of panel, after considering the behavioral characteristics of sample frame and the possibility of sampling bias. As a result, this study identified 33 attributes and 6 dimensions of online store image, Purchase Process and Reliability, Depth and Width of Site Attraction, Cost and Time of Delivery, Price Competitiveness, Product and Information Availability, and Post purchase Services. This result should offer the comprehensive measurement scale of online store image, and also should be a cornerstone of consumers' online retail patronage model.