Bitner (1992) firstly introduced the opinion of cognitive valuation into S-O-R model, proposing that customers would make use of environmental information to infer and valuate the commodity and service quality as well as the behaviors they should perform. He thought that store atmosphere provided the non-language communication between retail stores and customers: Retail stores presented commodity and service information to customers through the design of store atmosphere while customers would sort the retail store into a certain type according to their perception on the environment and thus form an overall impression to apply as the standard of purchase decisions. In contrast to researches of emotions, the study of how environment has effect on customer’s cognitive valuations and further influences customer buying behaviors has just begun. Therefore, taking cognitive valuation as a critical customer perception factor to study the impact of environment on customer behaviors becomes the emphasis of this study.