The purpose of this study was to understand store images important degree and satisfaction to correlation loyalty of sports goods chain stores. The subject was sport goods chain consumer in Kaohsiyng and Ping-Tung area. The questionnaires total sent out 1000, effective questionnaires were 536 and collective rate was 53.600%. The results showed: The correlations have between store images important and loyalty of sports goods chain stores. The correlations have between satisfaction and loyalty of sports goods chain stores.