Explaining the effect of store image on purchase intention of consumer through intermediation of perceived risk, perceived quality and perceived value Agheshlouei Hameda, Farajpoor Habibb, Zangian Somayehc aMaster of Business Administration, Payame Noor University, Damavand Branch, Iran bMaster of Industrial Management, Semnan University, Semnan, Iran cMaster of Entrepreneurship managment, Semnan University, Semnan, Iran Online published on 9 October, 2014. Abstract This research is aiming at reviewing the effect of store image on purchase intention of consumers either directly or through the variables of perceived quality, perceived value or perceived risk. Thus, relying on the study conducted on 395 customers of a clothing store and using path analysis and factor analysis, the results obtained from the said study reveal that the store image is effective in purchase intention of consumers either directly or through perceived value and perceived risk. From among the most interesting points herein this research, one may point out that the perceived quality does not play any role in connection with perceived risk and perceived value either. Finally, research findings reveal that companies may take the required measures to encourage the customers to purchase from the store by observing the relationship among the stimulants of behavioral responses of consumers. Top Keywords Perceived quality, perceived risk, purchase intention, perceived value, store image. Top |