Abstract: This paper uses 414 consumers of department store as samples, and analyzes empirically the relationship between store image, customer emotion and shopping value through structural equation model. The results show that the six dimensions of store image positively impact pleasure, but only service image, atmosphere image and promotion image positively impact arousal, and arousal positively impacts pleasure. In addition, pleasure has positive effects on the three dimensions of shopping value, but arousal only positively impacts hedonic shopping value and social shopping value. These conclusions have important managerial implications to retailer enterprises.