“Design and layout” and “social” have significant effect on positive emotion and negative emotion. For instance: design, traffic flow, environment, lighting, and human service. If the store have pleasing atmosphere, consumer will have positive emotion. In other words, the dirtier atmosphere is, the more negative emotion has. “Design and layout” and “social” have significant effect on quality, emotional, social and price value. Consumer will change the quality of products, the perception of products and the price of products if the atmosphere is satisfying. Quality and emotional value have significantly positive effect on purchase intention. It means that the quality of products and the feeling of products will affect the willing of buying cosmetic products. As to social value, consumers think not because buying cosmetic products can improve themselves but changing themselves. What’s more, if the cosmetic products are suitable for consumers, they do not care about the price of products. Involvement has a significantly negative moderating effect perceived value and purchase intention. It means that the low involvement can change consumers’ purchase intention and can simply to advise consumers.