| With the wide application of Internet technology and the popularity of online shopping, the price competition among Comprehensive B2 C Online Stores is increasingly fierce. On one hand, Comprehensive B2 C Online Stores earn lower profit than before, survival pressure and crisis awareness become more serious. On the other hand, consumers need not only lower price, but also more services with higher quality. So how to ensure the survival of Comprehensive B2 C Online Stores and the reasonable profit, how to meet the increasing needs of the consumers? What should Comprehensive B2 C Online Stores do to satisfy the consumers, and increase the Purchase Intention? Which factor will connect the Comprehensive B2 C Online Stores itself with consumers’ desire? Are there any other factors that would help consumers make decision? These problems all need further research.The study is based on the "S-O-R" theory, "Customer Perceived Value" and "Communication Process" theory. Based on Comprehensive B2 C Online Stores as the research background, the study issued questionnaires to 1483 online consumers in China and did statistical analysis by SPSS20.0 and AMOS20.0 to discuss the effect of Comprehensive B2 C Online Store Image on Consumer Purchase Intention and the relationship among Online Store Image, Consumer Perceived Value and Purchase Intention. At the same time, this study made assumptions of the intermediary effect of Perceived Value and the adjustment function of Online Reviews, to explore whether Perceived Value play an intermediary role, in the relationship between Online Store Image and Consumer Purchase Intention, and the adjustment function of Online Reviews between Online Store Image and Consumer Purchase Intention. Specific research process and contents are as follows:Firstly, the study reviewed the domestic and international literatures about Comprehensive B2 C Online Store, Online Store Image, Perceived Value, Purchase Intention and Online Reviews. Secondly, under the guidance of basic theories, combined the objectives and contents of this study, the study put forward the research hypotheses and built the research model of this study. Thirdly, on the basis of domestic and foreign existing mature scale, combined with experts’ advice and the interview of senior consumers with at least 5 years experiences in online shopping area, the study established the measurements of Online Store Image, Perceived Value, Purchase Intention and Online Review. The study carried on the pretest interview, trial investigation, prediction test and reliability, validity analysis to revise the questionnaire, and finally formed the questionnaire of this study. And then, formal sample survey data from Shanghai, Shandong, Liaoning, Beijing, Guangdong, Zhejiang, and Hebei was analyzed by SPSS20.0 and AMOS20.0, which shows that the questionnaire has high reliability and validity. Finally, the research hypothesis was tested. At the same time, the study discussed the experimental results and came to the main conclusions of this study, and made feasible suggestions for Comprehensive B2 C Online Stores. The study summarized the limitations of the research and the prospect of the future research.Compared with the previous research on domestic and abroad, this paper has the following innovations: Firstly, this study has targeted Comprehensive B2 C Online Store as the specific background, the study re-divided the type of B2 C Online Stores, and redefined Comprehensive B2 C Online Store in China. Compared with the previous studies, this study has novelty. Secondly, differed from original Perceived Value as a single dimension, in this paper, the study adopted two dimensions of Perceived Value, enrich the dimensions effect study of Online Store Image and Perceived Value. Finally, "Online Review" is introduced into the research model, which is used as a new regulation variable in this study.Through the empirical analysis, the study got five main conclusions based on Comprehensive B2 C Online Stores as the research background, the conclusions are as follows:(1) Comprehensive B2 C Online Store Image has significantly negative impact on Perceived Value;(2) Comprehensive B2 C Online Store Image has significantly negative impact on Purchase Intention;(3) Consumer Perceived Value has significantly negative impact on Purchase Intention;(4) Perceived Value play a partial intermediary role between Comprehensive B2 C Online Store Image and Purchase Intention;(5) Online Reviews play a regulatory role between Comprehensive B2 C Online Store Image and Purchase Intention.
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