This article employs cross-cultural comparison to analyze the relationship of multiple store environment cues to perceived value. Based on a conceptual framework composed of four hypotheses, this study aims to aid cross-cultural understanding of store environment-related value attributes. Samples have been collected from customers living in Taiwan and United States. Analysis of this evidence indicates that store convenience/cleanness has a significant and positive effect upon perceived value. In addition, store atmosphere is also positively related to perceived value. The results suggest that the influence of marketing cues may vary across cultures. The study examines managerial implications for marketing strategies of store environment cue, as well as provides recommendations on how to succeed in cross-cultural transactions.