摘要：In order to create the best shopping experience, each center should offer unique things to the customer. This means that in today's competitive market, good location of shopping center, don't guarantee success. Some shopping centers to attract customers for coming to shopping center try to be different from the competitors. The purpose of this study is investigating the impact of store atmosphere on hedonic and utilitarian shopping values, customer satisfaction and customer purchase intention. Data analysis has been done by the SPSS 22 and LISREL 8.8 software. In this study, researchers have used non-probability random sampling, the selecting data tool of this research was the questionnaire. The participants were citizens of Shiraz who buy products from Hyper Star store. The results of this research revealed that store atmosphere has significant effect on hedonic and utilitarian shopping values, hedonic and utilitarian shopping values has significant effect on customer satisfaction and purchase intention.
