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The purposes of the study is builded upon previous researches to investigate the relationship among store`s physical environment, customers` emotional responses and behavior intention. For achieving study purposes, research model and hypotheses were set up after reviewing previous researches. The data were collected from a sample of 659 consumers of korea and china department stores, then used to conduct an empirical analysis. The results showed: First, the significant relationship were partially found among store`s physical environment, emotional responses and behavior intention, design factor, social factor of store` physical environment both influence shoppers` positive emotions, indirectly influence shoppers` behavior intention through positive emotions, and social factor influence shoppers` negative emotions, indirectly influence shoppers` behavior intention through negative emotions. Second, the results also showed that they are different between korea and the china customer. Therefor, this study has provided a variety of theoretical and practical implications for global retailers to set up marketing strategies.

Relationship among Store's Physical Environment, Emotional Response and Behavior Intention: Comparison Between Korea and China