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系統識別號 U0002-0902201109114900
中文論文名稱 商店氣氛與消費者購買行為關係之研究—以精品業為例
英文論文名稱 The Study of Store Ambient and Consumer Behavior -A Case Study of Luxury Goods Industry
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 99
學期 1
出版年 100
研究生中文姓名 郭馨憶
研究生英文姓名 Hsin-Yi Kuo
學號 697550043
學位類別 碩士
語文別 中文
第二語文別 英文
口試日期 2011-01-14
論文頁數 97頁
口試委員 指導教授-黃志文
委員-黃志文
委員-陳耀竹
委員-戴嬡坪
中文關鍵字 精品  商店環境  商店氣氛  消費者行為  購買決策 
英文關鍵字 Luxury Goods  Store Environment  Store Ambient  Consumer Behavior  Purchase Decisions 
學科別分類
中文摘要 自2000年後,全球精品產業崛起,經過金融海嘯衝擊,精品業的表現仍一枝獨秀,獲利率也比其他產業高出許多。近幾年來,國內有許多高級百貨公司陸續開幕,也引進不少國際精品品牌在台灣設立專櫃及門市。台灣精品市場的消費力旺盛已是不爭的事實。對精品業者而言,如何營造能使消費者滿意的商店氣氛,並提供消費者的良好的消費環境,是精品企業建立市場區隔,增加品牌競爭力的主要關鍵。因此本研究針對商店環境中氣氛因子的視覺及聽覺構面,以燈光照明、背景音樂、服務人員服裝儀容為變數,並探討精品業者應如何設計商店氣氛,來吸引更多消費者光顧,提高顧客在店內的瀏覽時間及消費金額。
本研究是以國內高級百貨公司或商圈,針對光顧完精品門市、店面的女性消費者進行問卷調查,採用之抽樣方法是「便利抽樣」。採用敘述性統計分析、平均數差異分析及卡方檢定分析,並透過SPSS12.0中文版軟體操作驗證。

本研究結論:
1. 商店氣氛能使顧客在沒有意識到的狀況下產生正面情緒,而正面情緒能促使消費者較容易對周圍的事物、商品產生興趣。
2. 精品店內服務人員的服裝儀容對顧客的情緒及商店氣氛的觀感會造成影響。
3. 顧客會受到外在因素的影響,將情緒及感受反映在消費行為上。
4. 愉悅、興奮的情緒能提高顧客的購買意圖、增加瀏覽的時間或消費金額。
英文摘要 Since year 2000, there has been a rise in the industry of luxury goods. Even with the financial tsunami from the global financial crisis, the industry remained profitable and has outperformed the other industries. Over the last few years, the domestic market has seen a great increase in the numbers of luxury department store. It has attracted numerous global luxury brands to set up branches and retail stores in the domestic market. It is without a doubt that the domestic buying power in the luxury-goods industry is strong. For the luxury goods retailer, how to create a customer satisfied store atmosphere and at the same time providing a fine purchasing environment is the key to differentiate itself from its peers and to increase its brand competitiveness. Therefore, the research of this thesis targets on the store atmospheric factors of visionary and audio using lighting, background music and apparel of the store attendant as the variable and investigate how luxury retailers should create the store environment to attract more customers with the increase of spending in both time and buying product in the store.

The research is based on domestic luxury department store or business district, investigating with the use of survey paper focusing on female consumers that has shopped at luxury retail store. Sampling method was based on convenience sampling, adopting descriptive statistics analysis, group mean analysis and chi-square analysis. The results were verified with the software package SPSS12.0 Chinese edition.

Research conclusion:
1.Store environment allows the customer under the condition unconsciously create positive emotions. Where positive emotion prompts the consumer interested with surrounding objects and products.
2.The apparel of the store attendee can affect customer emotion and their impression on the store environment.
3.External factors can affect the customer’s emotion and feeling and is reflected on consuming behavior.
4.Enjoyable and exiting emotions can increase the customer’s consuming willingness and increase browsing time and spending amount.
論文目次 目錄 I
表目錄 II
圖目錄 III

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍與對象 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 精品定義與產業範疇 6
第二節 商店氣氛 22
第三節 消費者行為 36
第三章 研究方法 43
第一節 觀念性架構 43
第二節 研究變數之操作性定義與衡量 45
第三節 問卷設計 47
第四節 抽樣對象及抽樣結果 52
第五節 分析方法 54
第四章 資料分析 55
第一節 敘述性統計分析 55
第二節 平均數差異分析 60
第三節 交叉分析 70
第五章 結論 75
第一節 研究結論 75
第二節 研究發現 77
第三節 研究限制與後續研究建議 79
參考文獻 80
一、 英文部分 80
二、 中文部分 90
三、 網站部分 93
附錄 94

表目錄
表2-1 精品產業市場 9
表2-2 精品市場主要品牌及集團 11
表2-3 LVMH時尚精品集團旗下之公司及品牌 15
表2-4 GUCCI 時尚精品集團旗下之公司及品牌 16
表2-5 Richemont 時尚精品集團旗下之公司及品牌 16
表2-6 精品產業各品牌主要延伸發展之副牌 17
表2-7 2010 年全球百大精品業品牌調查 18
表2-8 商店氣氛定義總彙 23
表2-9 商店氣氛中氣氛因子構面 32
表2-10 商店氣氛中設計因子構面 33
表2-11 消費者行為定義 36
表 3-1 氣氛因子燈光照明之衡量量表 47
表 3-2 氣氛因子背景音樂之衡量量表 48
表 3-3 氣氛因子之服務人員服裝儀容之衡量量表 48
表 3-4 商店氣氛滿意度之衡量量表 49
表 3-5 商店氣氛知覺價值之衡量量表 49
表 3-6 商店氣氛感受之衡量量表 50
表 3-7 消費行為之衡量量表 51
表 3-8 問卷發放與回收情況 53
表 4-1 樣本基本資料分析 56
表 4-2 消費行為分析 58
表 4-3 消費者對精品店燈光照明觀感之平均數比較 60
表 4-4 消費者對精品店背景音樂觀感之平均數比較 61
表 4-5 消費者對精品店服務人員的服裝儀容觀感之平均數比較 63
表 4-6 消費者對精品店商店氣氛滿意度之平均數比較 64
表 4-7 消費者對精品店氣氛因素之態度之平均數比較 65
表 4-8 消費者對精品店商店氣氛感受之平均數比較 66
表 4-9 消費者對精品店商店氣氛反應 68
表 4-10 停留時間在年齡之分佈表 70
表 4-11 消費金額在年齡之分佈表 71
表 4-12 停留時間在每月個人所得之分佈表 72
表 4-13 消費金額在每月個人所得之分佈表 73
表 4-14 消費金額在停留時間之分佈表 74

圖目錄
圖 1-1 研究流程圖 5
圖 2-1 全球及亞洲精品市場的銷售比重 19
圖 2-2 精品產業五力分析 20
圖 2-3 服務組織中環境與人之間互動關係之架構 26
圖 2-4 零售氣氛的影響 28
圖 2-5 零售商店在環境知覺基礎下,購買前流程評估之觀念模式 30
圖 2-6 Nicosia 消費者行為決策流程圖 38
圖 2-7 Kotler 消費者行為模式 39
圖 2-8 EKB 消費者行為模式 40
圖 2-9 EKB 模式之流程圖 41
圖 3-1 本研究觀念性架構 43
圖 4-1 消費者停留時間之比例分佈 59
圖 4-2 消費者消費金額之比例分佈 59
圖 4-3 消費者對精品店燈光照明觀感之平均數 60
圖 4-4 消費者對精品店背景音樂觀感之平均數 62
圖 4-5 消費者對精品店服務人員的服裝儀容觀感之平均數 63
圖 4-6 消費者對精品店商店氣氛滿意度之平均數 64
圖 4-7 消費者對精品店氣氛因素之態度之平均數 65
圖 4-8 消費者對精品店商店氣氛感受之平均數 67
圖 4-9 消費者對精品店商店氣氛反應之比例分佈 68
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Turley, L. W. and Milliman, R. E. (2000). Atmosphere effects on shopping behavior: A review of the experimental evidence. Journal of Business Research, Vol.49, P.P. 167-181.
Veblen, T. (1899). The Theory of the Leisure Class. New York: Macmillan.
Vickers, J. S. & Renand, F. (2003). The marketing of luxury goods: An exploratory study –three conceptual dimensions. The Marketing Review Vol.3 (4), P.P. 459-478.
Wakefield, K., Baker, J. (1998). Excitement at the mall: determinants and effects on shopping response. Journal of Retailing, Vol.74(4), P.P. 515-539.
Walters, C.G. and G.W. Paul (1970). Consumer Behavior: an Integrated Framework. (3rd ed). Homewood, Richard D. Irwin Inc.
Ward, J. C., Bitner, M. J., and Barnes, J. (1992). Measuring the proto-typicality and measuring of retail environments. Journal of Retailing, Vol. 68(2), P.P. 194-220.
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Yalch. Richard and Eric Spangenberg (1990). Effects of Store Music on Shopping Behavior. The Journal of Services Marketing, Vol.4 (Winter), P.P. 31-39.
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二、 中文部分

王美娟(1999)「連鎖店之行銷導向對顧客商店印象的影響」,國立中山大學企業管理研究所碩士論文
王健民 (1992) 「音樂、情緒、購買涉入與購買行為之研究」,私立中原大學碩士論文
何介舜 (2007) 「臺灣精品業子母公司的競合策略」,國立台灣大學管理學院碩士論文
呂惠玲(2008)「精品產業關鍵成功因素研究」,淡江大學商學院國際商學碩士在職專班碩士論文
李律嫻 (2003 ) 「商店實體環境對消費行為影響之研究—以服飾零售業為例」,台北輔仁大學織品服裝研究所碩士論文
李振昌譯 (2005) 收買感官,信仰品牌,台北市,商智文化出版。 (原書:Lindstrom, M.(2005) Brand sense: How to build powerful brands through touch, taste, smell, sight and sound)
沈迪銘(1993)「商店形象,商店選擇與惠顧行為之關係研究─台北市地區新型連鎖藥局之實證研究」,國立中山大學企業管理學系研究所碩士論文
吳郁驊 (2004) 「高雄前鎮觀光魚市消費者行為之研究」,國立高雄應用科技大學觀光管理系碩士論文
林靈宏 (1994) 消費者行為,臺北市,五南
邱培榮 (2000) 「展示設計之研究-以商品展場設計為例說明」,中原大學室內設計研究所碩士論文
孫良賢(2003)「多元商店氣氛對消費購買意圖之影響」,輔仁大學管理研究所碩士論文
張愛華(1977)「消費者商店印象之研究」,國立政治大學企業管理研究所碩士論文
敏建蜀,游漢明,蘇哲仁(2006)行銷研究:統計工具之應用與分析(初版),台北:華泰
梁海葳(2008)「咖啡連鎖店消費者對於商店環境、知覺價值與購買意願之研究-以星巴克為例」,淡江大學國際貿易學系國際企業學碩士班碩士論文
許士軍(1987)現代行銷管理,台北:商略印書館
連育正 (2000 ) 「青少年消費型態與消費空間關係之研究-以西門町為例」, 中原大學室內設計研究所碩士論文
郭乃瑄 (2007) 「解析精品消費神話:歐美與日系女性雜誌之分析比較研究」,淡江大學大眾傳播學系傳播碩士班碩士論文
郭黎憶(2003)「精品產業經營策略之探討」,國立中正大學企業管理研究所碩士論文
郭芳綺(2010)「國際精品顧客價值與消費者購買決策之研究」,淡江大學國際貿易學系國際企業學碩士班碩士論文
陳玉屏(2006)「從品牌利益觀點對品牌信任、品牌情感與品牌關係品質影響之研究—以精品品牌為例」,逢甲大學企業管理研究所碩士論文
陳明分 (1990) 「商店印象之研究─以台南地區良美、東帝士及遠東百貨公司為例」,高雄中山大學企業管理研究所碩士論文
陳翰平(2000)「商店氣氛對情緒與趨避行為影響之研究」,高雄第一科技大學行銷與流通管理系碩士論文
游淨茹(2007)「國際精品品牌在台灣經營模式之比較」,東吳大學商學院企業管理學系碩士班
曾雅青(2007)「買名牌不失手」,台北:三采文化。

黃庭翊(2009)「咖啡連鎖店消費者對於商店環境、之決價值與購買意願之比較研究—以台灣與美國星巴克為例」,淡江大學國際貿易學系國際企業學碩士班碩士論文
熊承慧(2008)「投資型保險購買決策關鍵因素之研究」,銘傳大學應用統計資訊學系碩士班碩士論文
蔡大山 (2006) 「全球性品牌與地方性品牌對消費者行為影響之比較研究-以西式炸機速食業為例」,朝陽科技大學企業管理學系碩士論文
簡建明(2009)「精品事業經營模式之探討」,國立中央大學企業管理學系碩士論文
藍麗娟 譯 (2007) Chadha, R. & Husband, P. 著. 亞洲名牌聖教-破解奢華爆炸的密碼,台北:天下
顏慶迎(2006)「法國時尚產業為何稱霸全球」,淡江大學歐洲研究所碩士班碩士論文
魏曉燕(2007)「臺北市立教育大學游泳消費者購買決策及滿意度之研究」,臺北市立教育大學體育學系碩士班碩士論文
羅心華(2006)「以整合行銷傳播觀點看購物心情、情緒、商店氣氛與衝動性購買行為之關係—以北市四家百貨公司為例」,國立交通大學傳播研究所碩士論文
三、 網站部分

Best Global Brands (n.d.). Retrieved November 1, 2010, from http://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspx
BRAND名牌時尚網:http://www.brand.net.tw/。
BURBERRY:http://www.burberry.com/HomeWorld.aspx。
CHANEL:http://www.chanel.com/。
GUCCI:http://www.ppr.com/。
HERMES:http://www.hermes.com/。
Louis Vuitton:http://www.louisvuitton.com/ Louis Vuitton
LVHM,http://www.lvmh.com/。
摩根史坦利公司:http://www.morganstanlet.com/。

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