在這個科技日新月異之年代，傳統的紙本閱讀模式似乎已逐漸被電子書本所取代。但根據「2010年圖書出版業產業調查報告」指出，49.8%的受訪民眾依然從實體書店購書，只有31.2%的民眾選擇購買電子書本，顯示了實體書店的重要性。現時民眾的生活水準正在不斷提昇，所追求的不只是商品本身的功能性與美感，對商店的氣氛、設計、員工態度等亦有所要求。面對這龐大的商機，各家書店也開始著重於營造良好的商店氣氛以吸引更多顧客。
	本研究以台北市的誠品信義店為例，以商店氣氛為前因變數，消費者情緒與顧客滿意度為中介變數，行為意向為結果變數，探討誠品信義店內的商店氣氛是否會影響消費者情緒、顧客滿意度與行為意向、且建立並驗證「商店氣氛、消費者情緒、顧客滿意度、行為意向」之關聯模式。
	經使用結構方程式分析並驗證後，結果指出商店氣氛中所包含的設計因素與週圍因素皆會對消費者情緒、顧客滿意度與行為意向有正面和顯著的影響；然而，社會因素則對中介變數與結果變數沒有顯著的影響。最後，則針對結構方程式分析之結果提出研究限制與建議。

With the popularity of the internet, diversification of mass media and innovation of technology, the ways and sources of reading revolutionarily shift from physical books to e-books, with electronic devices such as televisions, computers, smartphones and tablets as platforms. Advanced technology provides easier and faster ways of accessing information, initiating a growth in e-book markets and threatening the traditional bookselling industry. Surprisingly, according to“The Survey on Reading Habit of Taiwanese” conducted in 2010, many Taiwanese booklovers still prefer going to bookstores and enjoy reading physical books, especially going to bookstore chains such as Eslite and Kingstone. Technology promotes our living standards and our pursuits of better quality and beauty. People are now more demanding than they did decades ago. Nowadays, customers do not only purchase the merchandise itself, but also its quality, aesthetic feeling, symbol consumption and space.
	
	By taking the case of Eslite Xinyi Store as an example, this research is to discuss about the influences of store atmosphere on customer emotions, customer satisfaction and behavioral intention, with store atmosphere acts as the antecedent variable, customer emotions and customer satisfaction as intervening variables and behavioral intention as the research outcome variable. This research also constructs and verifies the linear structural relations model regarding store atmosphere, customer emotions, customer satisfaction and behavioral intention. That is, the correlation between these variables.

	Verified results show that except for social factor, both ambient and design factors of store atmosphere positively and significantly affect customer emotions, customer satisfaction and behavioral intention. Research implications and suggestions and then proposed regarding the verified results.

TABLE OF CONTENTS
CHAPTER ONE: INTRODUCTION	1
	1.1 Research Background	1
	1.2 Research Motivation	4
	1.3 Research Objectives	6
	1.4 Research Scope and Subjects	7
	  1.4.1 Research Scope	7
	  1.4.2 Research Subjects	7
	1.5 Research Procedures	8
CHAPTER TWO: LITERATURE REVIEW	9
	2.1 Store Atmosphere	9
	  2.1.1 Definition of Store Atmosphere	10
	  2.1.2 Dimensions of Store Atmosphere	13
	2.2 Customer Emotions	20
	  2.2.1 Definition of Emotions	20
	  2.2.2 Differentiation on Emotions, Feeling, Mood and Affect	22
	  2.2.3 Dimensions of Emotions	24
	2.3 Customer Satisfaction	29
	  2.3.1 Definition of Customer Satisfaction	29
	  2.3.2 Measurement of Customer Satisfaction	31
	2.4 Behavioral Intention	35
	  2.4.1 Definition of Behavioral Intention	35
	  2.4.2 Measurement of Behavioral Intention	37
2.5 Eslite Bookstore	41
	  2.5.1 Introduction to Eslite Bookstore	41
	  2.5.2 Chronology of Eslite Bookstore	42
	  2.5.3 Eslite Xinyi Bookstore	42
CHAPTER THREE: RESEARCH DESIGN	45
	3.1 Conceptual Framework	45
	3.2 Research Hypothesis	46
	3.3 Research Variables and Operational Definitions	49
	  3.3.1 Store Atmosphere	50
	  3.3.2 Customer Emotions	53
	  3.3.3 Customer Satisfaction	55
	  3.3.4 Behavioral Intention	55
	3.4 Research Design	57
	  3.4.1 Questionnaire Design	57
	  3.4.2 Questionnaire Distribution and Collection	58
	3.5 Analysis and Methodology	59
	  3.5.1 Descriptive Statistics Analysis	59
	  3.5.2 Reliability Testing	59
	  3.5.3 Structural Equation Modeling (SEM) Analysis	60
CHAPTER FOUR: DATA ANALYSIS 	68
	4.1 Descriptive Statistics Analysis	68
	4.2 Reliability Testing	79
	4.3 Structural Equation Analysis	80
	  4.3.1 Overall Model Fit	80
	  4.3.2 Preliminary Fit Criteria	81
	  4.3.3 Hypothesis Tests and Organized Results	83
	  4.3.4 Path Analysis	85

CHAPTER FIVE: RESEARCH CONCLUSIONS AND FINDINGS	88
	5.1 Research Conclusions	88
	5.2 Research Findings and Implications	90
	5.3 Limitations and Future Research	92
BIBLIOGRAPHY	93
	Bibliography of Chinese Literature Sources	93
	Bibliography of English Literature Sources	95
APPENDICES	107
	Appendix 1	107
	Appendix 2	112



 
LIST OF TABLES
Table 1-1 Book-purchase Behavior in Taiwan, 2010	2
Table 2-1 Definitions of Store Atmosphere	13
Table 2-2 Kotler: Dimensions of Store Atmosphere	14
Table 2-3 Turley & Milliman: Dimensions of Store Atmosphere	14
Table 2-4 Ward, Bitner & Barnes: Dimensions of Store Atmosphere	15
Table 2-5 Bitner: Dimensions of Store Atmosphere	15
Table 2-6 Baker: Dimensions of Store Atmosphere	17
Table 2-7 Sherman, Mathur & Smith: Dimensions of Store Atmosphere	19
Table 2-8 Organized Table of Store Atmosphere	19
Table 2-9 Definitions of Emotions	21
Table 2-10 Conceptual Distinctions on Emotion and Mood	23
Table 2-11 Semantic Differential Scale of P-A-D	24
Table 2-12 Classifications and Dimensions on Emotions	27
Table 2-13 Definitions of Customer Satisfaction	30
Table 3-1 Operational Definition and Measurement Questions of Ambient Factor of Store Atmosphere	51
Table 3-2 Operational Definition and Measurement Questions of Design Factor of Store Atmosphere	52
Table 3-3 Operational Definition and Measurement Questions of Social Factor of Store Atmosphere	53
Table 3-4 Operational Definition and Measurement Questions of Customer Emotion	54
Table 3-5 Operational Definition and Measurement Questions of Customer Satisfaction	55
Table 3-6 Operational Definition and Measurement Questions of Repurchase Intention of Behavioral Intention	56
Table 3-7 Operational Definition and Measurement Questions of Recommending Intention of Behavioral Intention	56
Table 3-8 Questionnaire Distribution and Collection	59
Table 3-9 Overall Model Fit Indices and Acceptable Threshold Levels	61
Table 3-10 Descriptions of Parameters in Structural Equation Model	65
Table 4-1 Store Atmosphere: Mean and Standard Deviation	70
Table 4-2 Customer Emotions: Mean Value and Standard Deviation	71
Table 4-3 Customer Satisfaction: Mean Value and Standard Deviation	72
Table 4-4 Behavioral Intentions: Mean Value and Standard Deviation	73
Table 4-5 Demographic Data: Gender	73
Table 4-6 Demographic Data: Age	74
Table 4-7 Demographic Data: Department	75
Table 4-8: Demographic Data: Current Year of Graduate Study	76
Table 4-9 Demographic Data: Current Living Location	77
Table 4-10 Demographic Data: Monthly Disposable Income	78
Table 4-11 Reliability Testing	79
Table 4-12 Acceptable Thresholds and Results of Overall Model Fit Indices	80
Table 4-13 Results of Preliminary Fit Criteria	82
Table 4-14 Hypothesis Tests and Organized Results	83
Table 4-15 Path Analysis	87
 
LIST OF FIGURES
Figure 1-1 Research Process Flow Chart	8
Figure 2-1 The Casual Chain Connecting Atmosphere and Purchase Probability	11
Figure 2-2 Russell & Pratt’s Affect Circumplex	25
Figure 2-3 Relationship between Attitude and Behavioral Intention	36
Figure 3-1 Research Conceptual Framework	46
Figure 3-2 The Mehrabian & Russell Model	47
Figure 3-3 Linear Structure Diagram	64
Figure 4-1 Structural Path Diagram	85

BIBLIOGRAPHY

(A) Bibliography of Chinese Literature Sources
1.	行政院新聞局 (2010)。2010圖書出版產業調查報告。台北：行政院新聞局。
2.	林奇伯 (2010年10月)。2010全民閱讀大調查 年花1461元買書，每週閱讀增至3.06小時。遠見雜誌，292。
3.	李威龍、陳家涵 (2007)。商店印象對消費者選擇便利商店型態因素之探討─以高雄市便利商店為例。商業現代化學刊，第四卷，第一期，81-92。
4.	李德治、童惠玲 (2010)。多變量分析：專題及論文常用的統計方法。台北：雙葉書廊。
5.	周文賢 (2002)。多變量統計分析：SAS/STAT 使用方法。台北：智勝文化。
6.	徐達光 (2003)。消費者心理學。台北：東華。
7.	張春興 (1991)。張氏心理學辭典（第二版）。台北：東華。
8.	陳志豪 (1999）。服務環境對顧客滿意度與行為意願影響之研究－以
9.	ISP 使用者為例（碩士論文）。國立中央大學資訊管理學系。
10.	童清峰（2003年６月）。創意書店傳奇。亞洲週刊，22。
11.	楊宛寧 (2009)。商店氣氛與情緒體驗之研究─以誠品書店為例（碩士論文）。南台科技大學休閒事業管理系。
12.	廖啟順、黃志文、黃庭翔 (2010年9月)。多重商店環境線索對知覺價值影響之跨文化觀點：咖啡連鎖的消費者驗證分析。管理實務與理論研究，第四卷，第三期，23-38。
13.	蔣文德 (2000)。閱讀誠品：全球化中的誠品書店之空間文化形式（碩士論文）。國立台灣大學建築與城鄉研究所。
14.	蘇元含 (2002)。運用線性結構模式探討服務品質對顧客滿意度與顧客忠誠度之影響─以中油加油站為例（碩士論文）。國立東華大學企業管理研究所。
15.	蘇雲華 (1996)。服務品質衡量方法之比較研究（博士論文）。國立中山大學企業管理研究所。

(B) Websites
1.	誠品書店：http://www.eslite.com/
 

(B) Bibliography of English Literature Sources
1.	Anderson, R. E., & Srinivasan, S. C. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology and Marketing, 20(2), 123-138.
2.	Areni, C., & Kim, D. (1993). The influence of background music on shopping behavior, classical versus top-forty music in a wine store. Advances in Consumer Research, 20, 336-340.
3.	Babin, B. J., & Attaway J. S. (2000). Atmospheric affect as a tool for creating value and gaining share of customer. Journal of Business Research, 49(1), 91-99.
4.	Babin, B. J., & Darden, W. R. (1996). Good and bad shopping vibes: Spending and patronage satisfaction. Journal of Business Research, 35(March), 201–206.
5.	Bagozzi, R. P., Gopinath M., & Nyer P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184-206.
6.	Bagozzi, R. P, & Yi Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
7.	Baker, J., Parasuraman A., Grewal D., & Voss G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(2), 120-141. 
8.	Baker, J., Grewal, D., & Parasuraman, A. (1994). The influence of store environment on quality inferences and store image. Journal of the Academy of Marketing Science, 22(4), 328-339.
9.	Baker, J., Levy M., & Grewal D. (1992). An experimental approach to making retail store environmental decisions. Journal of Retailing, 64(4), 445-461.



10.	Baker, J. (1986). The role of the environmental in marketing services: The consumer perspective. In J. A. Czepiel, C. A. Congram & J. Shanahan (Eds.), The service challenge: Integrating for competitive advantage (pp.79-84). Chicago, Illinois: American Marketing Association.
11.	Baron, R. A. (1987). Interviewers’ moods and reactions to job applicants: The influence of affective states on applied social judgments. Journal of Applied Social Psychology, 17(10), 911-926.
12.	Bellizzi, J. A., & Hite, R. E. (1992). Environmental color, consumer feelings, and purchase likelihood. Psychology and Marketing, 9(5), 347-363.
13.	Bentler, P. M., & Wu, E. J. C. (1995). EQS for Window suser’s guide [Computer software manual]. Encino, CA: Multivariate Software.
14.	Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88, 588–606.
15.	Berman, B., & Evans, J. R. (1995). Retail management: A strategic changes to the retail environment are all that is required to approach (6th ed.). Englewood Cliffs, New Jersey: Prentice-Hall, Inc.
16.	Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71.
17.	Blackwell, R. D., Miniard, P. W. & Engel, J. F. (2001). Consumer behavior (9th ed.). Mike Roche, Ohio: Harcourt Asia Pte Led Publisher.
18.	Bone, P. F., & Ellen P. S. (1999). Scents in the marketplace: Explaining a fraction of olfaction. Journal of Retailing, 75(2), 243-262.
19.	Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: From expectations to behavioral intention. Journal of Marketing Research, 30(1), 7-27.

20.	Bruner, G. C. II (1990). Music, mood and marketing. Journal of Marketing 54(4), 94-104.
21.	Burns, D. J., & Neisner, L. (2006). Customer satisfaction in a retail setting: The contribution of emotion. International Journal of Retail and Distribution Management, 34(1), 49-66.
22.	Cadotte, E. R., Woodruff, R. B., & Jenkins, R. L. (1987). Expectations and norms in models of consumer satisfaction. Journal of Marketing Research, 24, 305-314.
23.	Cardozo, R. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2(8), 244-249.
24.	Chebat, J. C., Filiatrault, P., Gelinas-Chebat, C., & Vaninsky, A. (1995). Impact of waiting attribution and consumer’s mood on perceived quality. Journal of Business Research, 34, 191-196.
25.	Chevalier, M. (1975). Increase in sales due to in-store display. Journal of Marketing, 12, 426-431.
26.	Churchill, G. A. Jr., & Surprenant C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19, 491-504.
27.	Cohen, J. B., & Areni, C. S. (1991). Affect and consumer behavior. In T. S. Robertson & H. H. Kassarjian (Eds.), Handbook of consumer behavior (pp. 188-240). Englewood Cliffs, New Jersey: Prentice Hall.
28.	Cooper, W. H. (1981). Ubiquitous Halo. Psychological Bulletin, 90(2), 218-244.
29.	Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.

30.	Cronin, J .J, & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56, 55-68.
31.	Curhan, R. C. (1974). The effects of merchandising and temporary promotional activities on the sales of fresh fruits and vegetables in supermarkets. Journal of Marketing Research, 11, 282-294.
32.	Czepiel, J. A., Rosenberg, L. J., & Akerele, A. (1974). Perspectives on Consumer Satisfaction. Proceedings of the 1974 National Conference, American Marketing Association Chicago: American Marketing Association.
33.	Dabholkar, P. A., Thorpe, D. I., & Rentz, J. O. (1996). A measure of service quality for retail stores: Scale development and validation. Journal of the Academy of Marketing Science, 24(1), 3-16.
34.	Dabholkar, P. A., & Thorpe D. I. (1994), Does customer satisfaction predict postpurchase intentions?. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 7, 161-171.
35.	Dawson, A., Bloch, P. H., & Ridgway, N. M. (1990). Shopping motives, emotional states, and retail outcomes. Journal of Retailing, 66(4), 408-427.
36.	Day, R. L. (1984). Modeling choices among alternative responses to dissatisfaction. Advances in Consumer Research, 11, 496-499.
37.	Day R. L. (1977). Extending the concept of consumer satisfaction. Advances in Consumer Research, 4, 149-154.
38.	DeVellis R. F. (1998). Scale Development: Theory and Applications. California: Sage.
39.	Donovan, R. J., Rossiter, J. R., Marcoolyn, G., & Nesdale, A. (1994). Store atmosphere and purchase behavior. Journal of Retailing, 70(3), 283-294.
40.	Donovan, R. J., & Rossiter, J. R. (1982). Store atmosphere: An environment psychology approach. Journal of Retailing, 58(1), 34-57.
41.	Drever, J. (1952), A dictionary of psychology. Harmonds-worth, England: Penguin.
42.	Dube, L., Jean-Charles C., & Morin, S. (1995). The effects of background music on consumers’ desire to affiliate in buyer-seller interactions. Psychology and Marketing, 12 (4), 305–319.
43.	Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior (8th ed.). Fort Worth, Texas: Dryden Press
44.	Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1993). Consumer behavior (5th ed.). Chicago: Dryden Press
45.	Farris, P. W., Neil T. B., Phillip E. P., & David J. R. (2010). Marketing metrics: The definitive guide to measuring marketing performance. Upper Saddle River, New Jersey: Pearson Education.
46.	Fiske, S. T., & Taylor, S. E. (1984). Social cognition (1st ed.). Reading, Massachusetts: Addison-Wesley.
47.	Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6-21.
48.	Fried, R., & Berkowitz L. (1979). Music hath charms … and can influence helpfulness. Journal of Applied Social Psychology, 9(3), 199-208.
49.	Frijda, N. H. (1993). Moods, emotion episodes, and emotions. In M. Lewis & J. M. Haviland (Eds.), Handbook of emotions (pp.381-403). New York: Guilford Press.
50.	Giese, J. L., & Cote, J. A. (2000). Defining customer satisfaction. Journal of Academy of Marketing Science Review, 45, 30-40.
51.	Gitman, L. J., & Carl D. M. (2005). The future of business: The essentials. Mason, Ohio: South-Western.

52.	Handy C. R., & Pfaff, M. (1975). Consumer satisfaction with food products and marketing services. Journal of Business Research, 15(11), 49-61.
53.	Havlena, W. J., & Holbrook M .B. (1986). The varieties of consumption experience: Comparing two typologies of emotion in consumer behavior. Journal of Consumer Research, 13, 394-404.
54.	Henning-Thurau, T., Groth, M., Paul, M., & Gremier, D. D., (2006). Are all smiles created equal? How emotional contagion and emotional labor effect service relationships. Journal of Marketing, 70(3), 58-73.
55.	Hirsch, A. R. (1995). Effects of ambient odors on slot-machine usage in a Las Vegas casino. Psychology and Marketing, 12(7), 585–594.
56.	Holbrook, M. B., & Batra, R. (1987) Assessing the role of emotions as mediators consumer responses to advertising. The Journal of Consumer Research, 14(3), 404-420.
57.	Howard, J. A., & Sheth J. N. (1969). The theory of buyer behavior. New York: John Willey & Sons.
58.	Huitt, W. (2003). The information processing approach to cognition. Educational Psychology Interactive. Valdosta, Georgia: Valdosta State University.
59.	Hunt, K. H. (1977). Customer satisfaction/ dissatisfaction- Overview and future directions. In Hunt. K. H. (Ed.), Conceptualization and Measurement of Customer Satisfaction and Dissatisfaction. Marketing Science Institute, Cambridge, Massachusetts: Marketing Science Institute.
60.	Isen, A. M. (1984). The influence of positive affect on decision making and cognitive organization. Advances in Consumer Research, 11(1), 534-537.
61.	Izard, C. E. (1977). Human Emotion. New York: Plenum Press.


62.	Jang, S., & Namkung, Y. (2009). Perceived quality, emotions and behavioral intentions: Application of an extended Mehrabian-Russell model to restaurants. Journal of Business Research, 62, 451-460.
63.	Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48-64.
64.	Kuller, R. (1980). Architecture and emotions. In B. Mikellides (Ed.), Architecture and People (pp.87-100). London: Studio Vista.
65.	Lazarus, R. S. (1991). Emotion and adaptation. In Pervin, L. A. (Ed.), Handbook of personality: Theory and Research (pp.609-637). New York: Guilford.
66.	Levy, M., & Weitz B. A. (1998). Retailing Management (3rd ed.). Chicago: Irwin McGraw-Hill.
67.	Lo, J. (2012, August 3). New chapter as 24-hour bookstore nears launch. The Standard.
68.	Machleit, K. A., Eroglu S. A., & Mantel S. P. (2000). Perceived retail crowding and shopping satisfaction: What modifies this relationship?. Journal of Consumer Psychology, 9(1), 29-42.
69.	Mano, H., & Oliver R. L. (1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling and satisfaction. Journal of Consumer Research, 20(3), 451-466.
70.	McGrath, M. A. (1989). An ethnography of a gift Store: Trapping, wrapping, and rapture. Journal of Retailing, 65, 421-429.
71.	Mehrabian, A., & Russell J. (1974). An Approach to Environmental Psychology. Cambridge, Massachusetts: MIT Press.
72.	Milliman, R. E. (1982). Using background music to affect the behavior of supermarket shoppers. Journal of Marketing, 46, 86-91.

73.	Mulaik, S. A., James L. R., Altine J. V. , Bennett N., Lind S., & Stilwell . D. (1989). Evaluation of goodness-of-fit indices for structural equation models. Psychological Bulletin, 105(3), 430-445.
74.	Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York: McGraw-Hill.
75.	Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 57, 25-48.
76.	Patterson, P. G., & Smith, T. (2003). A cross-cultural study of switching barriers and propensity to stay with service providers. Journal of Retailing, 79, 107-120.
77.	Payne, R., & Cooper, C. L. (2001). Emotions at Work: Theory, Research and Applications for M anagement. Chichester: John Wiley and Sons.
78.	Pfaff, M. (1977). The index of customer satisfaction measurement problem and opportunity, In Hunt, H.K. (Eds.), Conceptualization and Measurement of Consumer Satisfaction/Dissatisfaction (pp.24-27). Cambridge, Massachusetts: Marketing Science Institute.
79.	Plutchik, R. (1980). Emotion: A Psychoevolutionary Synthesis. New York: Harper & Row.
80.	Posner, J., Russell, J. A., & Peterson, B. S. (2005). The circumplex model of affect: An integrative approach to affective neuroscience, cognitive development, and psychopathology. Development and Psychopathology, 17, 715-734.
81.	Price, L. L., Arnould, E. J., & Deibler, S. L. (1995). Consumers’ emotional responses to service encounters: The influence of the service provider. International Journal of Service Industry Management, 6, 34–63.
82.	Russell, J. A., & Pratt G. (1980). A description of the affective quality attributed to environments. Journal of Personality and Psychology, 38(2), 311-322.

83.	Rust, R. T., & Oliver, R. L. (1994). Service quality: New directions in theory and practice. Thousand Oaks, California: SAGE Publication.
84.	Rust, R. T., & Williams, D. C. (1994). How length of patronage affects the impact of customer satisfaction on repurchase intention. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 7, 107-113.
85.	Ruth, J. A., Brunel F. F., & Otnes C. C (2002). Linking thoughts to feelings: Investing cognitive appraisals and consumption emotions in a mixed-emotions context. Journal of the Academy of Marketing Science, 30(1), 44-58.
86.	Saffer, M. (1996). An Introduction to Branding the Store. Paper presented at the meeting of the Retail Advertising Conference, Chicago.
87.	Schachter, S., & Singer, J. (1962). Cognitive, social and physiological determinants of emotional state. Psychology Review, 69, 379-399.
88.	Scherer, K. R. (1984). Emotion as a multicomponent process: A model and some cross-cultural data. In P. Shaver (Ed.), Review of Personality and Social Psychology, 5, 37-63.
89.	Scott, J. E. (1994). The measurement of information systems effectiveness: evaluating a measuring instrument. Proceedings of the Fifteenth International Conference on Information Systems (pp.111-128). Vancouver, British Columbia.
90.	Shemwell, D. J., Yavas, U., & Bilgin Z. (1998). Customer-service provider relationships: an empirical test of a model of service quality, satisfaction and relationship oriented outcome. International Journal of Service Industry Management, 9, 155-168.
91.	Sherman, E., Mathur, A., & Smith, R. B. (1997). Store environment and consumer purchase behavior: Mediating role of consumer emotions. Psychology and Marketing, 14 (4), 361-378.

92.	Sinclair, R. C., & Mark, M. M. (1995). The effects of mood state on judgmental accuracy: Processing strategy as a mechanism. Cognition and Emotion, 9(5), 417-438.
93.	Singh, J. (1991). Understanding the structure of consumers’ satisfaction evaluation of service delivery. Journal of the Academy of Marketing Science, 19(3), 223-234.
94.	Smith, P. C., & Curnow R. (1966). Arousal hypothesis and the effects of music on purchase behavior. Journal of Applied Psychology, 50, 255-256.
95.	Smith, R. E., & Swinyard, W. R. (1982). Information response model: An integrated approach. Journal of Marketing, 46(1), 81-94.
96.	Sweeney, J. C., & Wyber F. (2002). The role of cognitions and emotion in the music-approach-avoidance behavior relationship. Journal of Services Marketing, 16, 51-69.
97.	Tse, D. K., & Wilton, P. C. (1988). Models of consumer satisfaction formation: An extension. Journal of Marketing Research, 25, 204-212.
98.	Tsiros, M., & Mittal V. (2000). Regret: A model of its antecedents and consequences in consumer decision making. Journal of Consumer Research, 26, 401-417.
99.	Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behavior: A review of the experimental evidence. Journal of Business Research, 49(2), 193-211.
100.	VandenBos, G. (2006). APA Dictionary of Psychology. Washington, DC: American Psychological Association.
101.	Wakefield, K. I., & Baker, J. (1998). Excitement at the mall: Determinants and effects on shopping response. Journal of Retailing, 74, 515–539.

102.	Ward, J. C., Bitner, M. J., & Barnes, J. (1992). Measuring the prototypicality and meaning of retail environments. Journal of Retailing, 68, 194-200.
103.	Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, 124, 258-270.
104.	Westbrook R. A., & Reilly M. D. (1983). Value-percept disparity: An alternative to the disconfirmation of expectations theory of consumer satisfaction. Advances in Consumer Research, 10, 256-261.
105.	Westbrook, R. A. (1980). Intrapersonal affective influences on consumer satisfaction with products. Journal of Marketing Research, 7, 49-54.
106.	Wilkinson, J. B., Mason, B., & Paksoy, C. H. (1982). Assessing the impact of short-term supermarket strategy variables. Journal of Marketing Research, 19(1),72-86.
107.	Wirtz, J., Mattila, A. S., & Tan, R. L. P. (2000). The moderating role of target-arousal on the impact of affect on satisfaction – an examination in the context of service experiences. Journal of Retailing, 76(3), 347-365.
108.	Wohlfarth, H. (1984). The effect of color-psychodynamic environmental modification on disciplinary incidents in elementary schools over one school year: A controlled study. International Journal of Biosocial Research, 6, 38-43.
109.	Yalch, R. F., & Spangenberg E. (1988). An environmental psychological study of foreground and background music as retail atmospheric factors. In Alf. W. Walle (Ed.), AMA Educators' Conference Proceedings, 54, 106-110. Chicago: American Marketing Association.
110.	Yoo, C., Park, & MacInnis, D. J. (1998). Effects of store characteristics and in-store emotional experiences on store attitude. Journal of Business Research, 42, 253-263.

111.	Zeithaml, V. A., Berry, L. L, & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.