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Purpose - This study investigated relationship quality and/or loyalty, from the viewpoint that merchants and consumers could develop the traditional market. It reorganized variables to find the conditions of values that could stimulate consumers' motives to revive the traditional market. Research Design, data, and methodology - This study employed 202 copies of effective questionnaires, based on the data of Yang & Ju (2012), to conduct correlation, regression, and structured equation modeling (SEM). Results - The results emphasized product and store atmosphere as store selection attributes to consider in the minimum error correction (MEC) model; service factor was not significant. Further, consumers valued relationship quality in the test of mediated effects of the sub-factors of store selection attributes, including consumers' social and emotional value. The relationship quality significantly influenced consumers' value in traditional markets that needed to improve and develop using several variables. Conclusions - This study revealed connections between attributes, consequences, and values using the causal relation model, to generate an optimal model based on a practical and theoretical background and proposed ways to obtain consumer-related information easily.