The research use the perspective of Baker's physical environment as exogenous constructs, to test the influences to consumers' store image perception and behavior, and use store type as moderating constructs to realize the differences between the specialty stores and department stores. The results show that the visual elements, such as design and social factors could influence the service quality perceptions, merchandise quality perceptions and monetary price perceptions. Although the relationship between ambient factors and store image perception are not significant, the modified model shows that the ambient factors could influence the consumers' behavior.