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系統識別號 U0002-1807201322032200
中文論文名稱 專賣店外部氣氛對消費者惠顧行為之影響-以品牌形象為中介變數(以Apple公司為例)
英文論文名稱 The Effect of Specialty Shop's Exterior Atmospherics on Consumer Patronage Behavior—Brand Image as the Mediating Variable (The Case of Apple Inc.)
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration
學年度 101
學期 2
出版年 102
研究生中文姓名 李彥徵
研究生英文姓名 Yan-Jheng Li
學號 700610339
學位類別 碩士
語文別 中文
口試日期 2013-06-03
論文頁數 77頁
口試委員 指導教授-王居卿
委員-李月華
委員-李文瑞
中文關鍵字 專賣店  商店氣氛  外部環境  品牌形象  消費者惠顧行為 
英文關鍵字 Specialty Shop  Store Atmospherics  Exterior environment  Brand Image  Consumer Patronage Behavior 
學科別分類
中文摘要 自從智慧型手機和平板電腦相繼問世後,帶動消費性電子產業急速成長,而各個品牌大廠廣設產品專賣店,此不但可以讓消費者可以在專賣店中實際操作產品以及諮詢各項問題,還可以讓他們體驗整體店內的裝潢、氣氛和燈光等。但學者Turley and Milliman(2000)指出商店外部環境的氣氛比商店內部環境更為重要,如果消費者沒有被外部環境氣氛所吸引的話,其餘可能並不重要。
  蘋果專賣店是一個成功的專賣店經營代表,每坪銷售金額拿下全美零售店第一名;其獨特的店鋪設計,更獲得許多建築設計的獎項。蘋果公司投資許多成本在專賣店的建構,藉由專賣店來傳遞其品牌形象;然而,品牌形象是否順利傳遞給消費者,吸引其前來參觀?專賣店本身是否能直接吸引消費者,抑或必須依靠品牌形象來吸引?品牌形象在商店外部環境的氣氛對於吸引消費者前來惠顧之影響,是否具有中介效果?這些均是本研究所探討的問題。
  本研究以蘋果公司專賣店為例,研究商店外部氣氛、品牌形象和消費者惠顧行為三者之間的關係。透過便利抽樣調查後,共取得270份有效問卷,並以SPSS統計軟體為分析工具。主要有以下的重要發現:
一、商店外部氣氛對於品牌形象呈正向的影響。
二、品牌形象對於消費者惠顧行為呈正向的影響。
三、商店外部氣氛對於消費者惠顧行為成正向的影響。
四、品牌形象在商店外部氣氛和消費者惠顧行為之間具有部分中介的效果。
英文摘要 Since after the advent of smart phones and tablet PCs,driven by the rapid growth of the consumer electronics industry, and various brand manufacturers to establish more specialty shop, in order to allow consumers products practical operation and consulting in the store in the actual operation,can experience the the overall store decor, atmospherics and lighting etc.. Scholars Turley and Milliman (2000) pointed out that the atmosphere of the store exterior environment is more important than the interior of the store environment, and the rest may not be important if the consumer is not the exterior atmospherics attract.
The Apple store is a successful store business representatives, sales amount per ping won the nation's first retail store; its unique store design, but also get a lot of architectural design awards. Apple's investment cost in the construction of the store, passed by the store to its brand image; hower, the brand image is smooth passed on to consumers, to attract their visit? The store itself is attractive to consumers directly, or must rely on brand image to attract? The brand image of the store atmospherics in the exterior environment to attract consumers to patronize between whether a mediating effect? These are the issues under study.
Take the Apple store as an example, this study explores the relationships among store exterior atmospherics, brand image and consumer patronage behavior. The convenience sampling is used to collect the data, and 270 questionnaires are valid. The valid data then are analyzed by SPSS software. Followings are some major findings:
1.Store exterior atmospherics has a positive impact on the brand image.
2.Brand image has a positive impact on consumer patronage behavior.
3.Store exterior atmospherics has a positive impact on consumer patronage behavior.
4.Brand image has a partially mediated effect between store exterior atmospherics and consumer patronage behavior.
論文目次 目 錄 I
表 次 III
圖 次 IV
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 8
第三節 研究流程 9
第二章 文獻探討 11
第一節 商店外部氣氛之意涵 11
第二節 品牌形象之意涵 19
第三節 消費者惠顧行為之意涵 26
第四節 商店的外部氣氛與品牌形象之關係 27
第五節 品牌形象與消費者惠顧行為之關係 29
第六節 商店的外部氣氛與消費者惠顧行為之關係 31
第七節 商店外部氣氛、品牌形象與消費者惠顧行為之關係 33
第三章 研究方法 35
第一節 研究架構 35
第二節 研究假設 36
第三節 變數之定義與衡量 36
第四節 抽樣設計與資料收集方法 41
第五節 資料分析方法 42
第四章 資料分析與結果 44
第一節 樣本結構分析 44
第二節 信度分析 44
第三節 因素分析 45
第四節 各變數之描述性統計 48
第五節 相關性分析 49
第六節 迴歸分析 50
第五章 結論與建議 57
第一節 結論 57
第二節 研究限制 61
第三節 建議 61
參考文獻 65
一、中文部分 65
二、英文部分 67
三、網站部分 72
附 錄 問卷 73

表 次
表 2-1 顧客基礎的品牌權益模型 ......................................................... 24
表 3-1 商店外部氣氛之操作型定義與衡量問項 ................................. 38
表 3-2 品牌形象之操作性定義與衡量問項 ......................................... 40
表 3-3 消費者惠顧行為之操作型定義與衡量問項 ............................. 41
表 4-1 信度分析表 ................................................................................. 45
表 4-2 KMO 與 Bartlett檢定 ................................................................ 46
表 4-3 因素分析表 ................................................................................. 47
表 4-4 描述性統計量表 ......................................................................... 48
表 4-5 相關係數分析表 ......................................................................... 50
表 4-6 變數迴歸分析表 ......................................................................... 52
表 4-7 品牌形象對商店外部氣氛和消費者惠顧行為之迴歸分析 ..... 53
表 4-8 假設檢定結果 ............................................................................. 54

圖 次
圖 1-1 Apple retail store New York ........................................................ 6
圖 1-2 Apple retail store 北京王府井 ................................................... 6
圖 1-3 StudioA 大安門市 ...................................................................... 7
圖 1-4 youth 光華旗艦店 ...................................................................... 7
圖 1-5 本研究流程圖 ........................................................................... 10
圖 2-1 商店氣氛關係圖 ....................................................................... 17
圖 3-1 本研究架構圖 ........................................................................... 36
參考文獻 參考文獻
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吳月鳳(2003)。商店氣氛對消費者情緒與購買行為之影響研究—以高速公路服務區為例。碩士論文,國立高雄第一科技大學行銷與流通管理研究所,高雄市。
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,4(1), 81-92。
李映萱(2010)。價值觀、品牌形象和購買意願關聯性之研究—以不同世代做調節效果。未出版之碩士論文,淡江大學管理科學研究所,新北市。
林妙雀、李建裕、林君怡、劉宛琳(2007)。文化商品品牌形象之研究—鶯歌陶瓷之實證研究。行銷評論,4(3),365-390。
林妙雀、李建裕(2010)。吞世代青少年品牌形象及品牌態度之研究─以同儕從眾行為為干擾變數。行銷評論,7(4),525-555。
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葛柔淵(2010)。品牌形象差異之合作對消費者購買意願之影響—以鬍鬚張與 PIZZA CUT FIVE 為例。碩士論文,元智大學資訊社會學研究所,桃園縣。
廖啟順、黃志文、黃庭翊(2010)。多重商店環境線索對知覺價值影響之跨文化觀點:咖啡連鎖店的消費者驗證分析。管理實務與理論研究,4(3),23-38。

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三、網站部分
維基百科,Apple store相關圖。http://zh.wikipedia.org/wiki/Apple_Store
CNN MONEY, 2012. Apple Stores top Tiffany's in sales per square foot, again. http://tech.fortune.cnn.com/2012/11/13/apple-stores-tops-tiffanys-in-sales-per-square-foot-again/
The New York Times, 2006. Apple, a Success at Stores, Bets Big on Fifth Avenue. http://www.nytimes.com/2006/05/19/technology/19apple.html?ex=1305691200&en=0a5d2e724d58ac68&ei=5090&_r=0
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