Extensive surveys on shopping behavior and consumption psychology in developed countries showed that store image is an important factor that determines the success of retail enterprises. The purpose of this study is to examine the relationship between factors and constructs that are important in consumers?perception of store image. A total of 250 valid questionnaires were collected from shoppers in four departmental stores located in Taichung city. Using the structural equation modeling, this study found that physical facilities (e.g. in-store mobility, store layout), parent-children recreation facilities (e.g. playground, family activities), food/amusement (food court/restaurant, cinemas), shop atmosphere (e.g. lights, indoor temperature) and building design are five important constructs that significantly influenced the choice of departmental stores among consumers.
