本研究主旨在瞭解太平洋SOGO復興館商店氣氛、消費者情緒、顧客滿意度與行為意向之現況，探討太平洋SOGO復興館顧客之基本特性與商店氣氛、消費者情緒、顧客滿意度與行為意向之關係，進一步去建構「商店氣氛、消費者情緒、顧客滿意度與行為意向模式」，並探討研究太平洋SOGO復興館消費者隻商店氣氛認知、消費時的情緒、消費後的滿意度對於行為意向的影響。

本研究母體主要為有在太平洋SOGO復興館消費過並且已為社會工作人士的消費者。採取實體發放問卷以及網路問卷，回收有效問卷為200份。本研究將商店氣氛細分為周圍因素、設計因素和社會因素以便詳細探討。本研究之「商店氣氛、消費者情緒、顧客滿意度與行為意向模式」整體配適度良好，並且實證結果發現，商店氣氛中的三個因素皆無法直接正向的影響行為意向，而需透過消費者情緒與顧客滿意度為中介變數去影響行為意向，因此可得知商店氣氛是會間接影響行為意向的。

The conception of this research was to establish a conceptual model of store atmosphere, consumer emotions, consumer satisfaction and behavioral intentions. The specific objectives were as follows: 
1. To understand Pacific SOGO Fuxing Store consumers’ store atmosphere, consumer emotions, consumer satisfaction and behavioral intentions.
2. To explore the relationships among consumers’ basic statistics, store atmosphere, consumer emotions, consumer satisfaction and behavioral intentions.
3. To contruct and validate the structural model among the impact on store atmosphere to consumer emotions, consumer satisfaction, and behavioral intention.

  The target population in this study was mostly to consumers that been to Pacific Sogo Fuxing Store and have already been working. This study’s questionnaire were handed out by person and internet. This study subdivided Store atmosphere into three factors, which are ambient factor, design factor and social factor. The overall proposed model fit the data well. After conducting the Structural Equation Modeling , the results showed that store atmosphere could not affect behavioral intentions significantly, but could affect behavioral intentions via consumer emotions to consumer satisfaction.

目 錄
表目錄	VIII
圖目錄	X
第一章 緒論	1
第一節　研究背景	1
第二節 研究動機	2
第三節 研究目的	3
第四節　研究範圍與對象	4
第五節　研究流程	4
第二章 文獻回顧	6
第一節 商店氣氛(Store Atmosphere)	6
第二節 消費者情緒	11
第三節 顧客滿意度	16
第四節 行為意向	22
第三章 研究設計	28
第一節　觀念架構	28
第二節 研究假說	29
第三節　問卷研究變數和操作定義	32
第四節 研究設計	37
第五節　資料分析方法	39
第六節 結構方程式分析	42
第四章 資料分析與結果	47
第一節 敘述性統計分析	47
第二節 信度分析	55
第五章 研究結論與發現	64
第一節研究結論	64
第二節　研究發現	65
第三節　研究限制與建議	67
參考文獻	68
附錄　研究問卷	76

表 目 錄
表2-1 商店氣氛因素分類	10
表2-2 PAD情緒測量構面	14
表2-3 顧客滿意度之定義	17
表2-3 顧客滿意度之定義(續)	18
表2-4 PZB行為意向衡量表	26
表3-1 商店氣氛-周圍因素之操作性定義與衡量提項	33
表3-2 商店氣氛-設計因素之操作性定義與衡量提項	33
表3-3 商店氣氛-社會因素之操作性定義與衡量提項	34
表3-4 消費者情緒-愉悅之操作性定義與衡量項目	35
表3-5 顧客滿意度之操作性定義與衡量項目	36
表3-6 行為意向-再購意願之操作性定義與衡量項目	37
表3-7 行為意向-推薦意向之操作性定義與衡量項目	37
表3-8 問卷回收情況	39
表3-9 整體配適度指標與判斷準則	41
表3-10 結構方程式之參數說明	44
表4-1 商店氣氛衡量題項的平均與標準差	48
表4-2 消費情緒衡量題項的平均與標準差	49
表4-3 顧客滿意度衡量題項的平均與標準差	49
表4-4 行為意向衡量題項的平均與標準差	50
表4-5 有效樣本的性別資料	51
表4-6 有效樣本的年齡資料	51
表4-7 有效樣本婚姻狀況資料	52
表4-8 有效樣本家庭人口數資料	52
表4-9 有效樣本教育程度資料	53
表4-10 有效樣本職業資料	54
表4-11 有效樣本個人所得資料	55
表4-12 問卷信度	56
表4-13 整體配適度衡量結果	57
表4-14 基本配適度指標分析結果	58
表4-15 模型之研究假說與驗證成果	60
表4-16 路徑效果分析	63
 
圖 目 錄
圖1-1 研究流程圖	5
圖2-1 Russell 情緒環狀模式	15
圖2-2 美國顧客滿意模式	20
圖2-3 歐洲顧客滿意度模式	21
圖2-4 態度與行為意向關係	23
圖2-5 行為意向、服務品質、財務結果關係模式	25
圖3-1 本研究之觀念架構	29
圖3-2 M-R 模式圖	30
圖3-3本研究線性結構	43
圖4-1 本研究線性結構路徑關係圖	61

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