關鍵字:大型量販店,商店印象,購買決策 In the last decade, the growth of Convenience Chain Store is very rapidly , this trend has retail channel speedes up innovation and modernization. The factor which will affect purchase decision of CVS is the main purpose of this study. Kunkel and Berry（1968） indicated that the retailing proprietors should mold good store image in order to attract the target consumer.
The purpose of this study is to try to find the relationship between store image and purchase decision of university student from Taiwan on the different regions, and a disscuss of between of purchase style and demographic variality . The data was obtained from a stratified proportional sample from the student of college of management in the Tamkang University and National Kaohusiung First University of Science and Technology. Then the data is analyzed by using multivariate statistical method and tries to verify sixteen hypotheses. The result shows as following: 1. There are different between importance and satisfaction of store attributeon CVS from the students of the college from management in Tamkang University and National Kaohusiung First University of Science and Technology. 2. The CVS total store image is good or not will influence purchase decision 3. Shopping type is an important factor to influence CVS store image, and purchasing decision.
4. The CVS total store image and purchasing decision are influenced by demographic variable.