| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 93 === Buy to sell the shop bring in our country and already march toward the 16th year so far. Assess according to retailing magazine showing and trade of buys to sell shop industry, have an optimistic view of the quantity in the future that buy to sell the shop market all propose the plan of exhibition shop, and the shop turnover all grow up continuously in quantity. ' COSTCO ' the annual sales volume of 2004 of shop of Nei Hu is up to 4 billion yuan, become the king shop of buy to sell shops in Taiwan; Re-mart - the native Buy to sell shop is second only to Carrefour. Under intense competition, buy to sell shop it adopts to be non-membership system mostly, but only except COSTCO. Why do consumers consumed with the shop, which they expend on? What is the value created from the shop? How to improve customers’ loyalist? In recent years, scholars are numerous to research, which patronize will of appearance and cognitive value of the shop, but there are still few researches for shop appearance, cognitive value and customer's loyalism. Especially Research of cognitive value loyal to the customer, only confine to the concept discussion but lack the support of the positive research。 So, this research adopts Baker et al. (2002) And James et al. (2002) research of Buy to sell shop, and go on the model verified to 'the image of the shop ' of ' COSTCO' and ' RT-MART ‘, the model proves that the result is found:
The customers of COSTCO have a very positive affection in the perceived of store image (including the perceived of store employees、the perceived of store design) and the perceived value of products/service (including quality、monetary price and behavior cost) effects customer loyalty very positively.
The customers of RT-MART have a very positive affection in the perceived value of products/service (including quality、monetary price and behavior cost) except the perceived of store design in the perceived of store image， and the perceived of store employees in the perceived of store image has no apparent affection in products/service 「quality」in negative perceived value，and the perceived value of products/service(including quality、monetary price and behavior cost) has no apparent affection in the customer loyalty.
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