隨著台灣經濟的快速成長，民眾的生活水準不斷提升，改變了民眾的生活型態與消費型態，大多數的上班族因工作忙碌而無法經常採買日常所需，必須在空閒的時間才能購買，此時量販店所扮演的角色就顯得非常重要。量販店不僅能讓民眾一次購足所需的商品，還有多種品牌可以選擇，價格合理，環境寬敞停車方便，非常適合全家一起購物，因此量販店的出現使得傳統市場有逐漸被取代的趨勢。本研究探討量販店企業形象之組成因素，瞭解販店企業形象和顧客滿意度之關聯，期待透過顧客滿意度轉成顧客忠誠(口耳相傳、對價格不敏感和購買意圖)。實證結果發現，所有研究假說均得到支持。本研究依據理論與實證，加以討論並提出策略義涵。

The rapid economic growth in Taiwan increases people’s living standard and simultaneously changes their lifestyle and consumption behaviors. Most publics are too busy with their works in weekdays to buy groceries; they usually shop during weekends or their leisure time. Therefore, hypermarkets play an important role to meeting their requirements. The hypermarket not only offers a variety of selections, reasonable prices, ample environments, and spacious parking lots but also allow consumers to buy all they needs, wants, and desires at a time. It is a very suitable place for the whole family shopping together; thus, the emergence of the hypermarket has a tendency to gradually replace the traditional market. This research first tries to explore the ingredients composed of hypermarket corporate image, then examines the relationship between the image and customer satisfaction, and expects the image will generate customer loyalty (word of mouth, price insensibility, and purchase intention) which a consumer has towards the hypermarket. The results support all hypotheses. According to the theoretical foundation and the empirical analysis, we made the conclusions and suggestions, and offers managerial implications for decision makings and further studies.