淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


下載電子全文限經由淡江IP使用) 
系統識別號 U0002-2106201315435700
中文論文名稱 商店氣氛對消費者情緒、顧客滿意度和行為意向的影響-以新光三越信義新天地為例
英文論文名稱 A Study of Impact on Store Atmosphere to Consumer Emotions,Consumer Satisfaction,and Behavioral Intention:A Case Study of Shin Kong Mitsukoshi Xinyi Place
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 101
學期 2
出版年 102
研究生中文姓名 羅方甯
研究生英文姓名 Fang-Ning Lo
學號 600550312
學位類別 碩士
語文別 中文
口試日期 2013-06-14
論文頁數 73頁
口試委員 指導教授-黃志文
委員-陳耀竹
委員-連經宇
中文關鍵字 商店氣氛  消費者情緒  顧客滿意度  行為意向  新光三越 
英文關鍵字 Store Atmosphere  Consumer Emotions  Consumer Satisfaction  Behavioral Intention  Shin Kong Mitsukoshi 
學科別分類
中文摘要 近四年百貨公司的年營業額在綜合商品零售業裡面為最高,顯示百貨公司在零售業中的重要性。台灣百貨業林立,各家百貨爭奇鬥艷要在競爭激烈的行業拚出一片天著實困難。Baker, Levy and Grewal( 1992) 當零售業者在商品、價格、促銷和通路上難取得優勢時,商店本身為市場差異化的機會。
本研究將商店氣氛分為周圍因素、設計因素、社會因素三構面以此三構面影響消費者情緒,消費者情緒接著影響到顧客滿意度,顧客滿意度再接著影響行為意向,以及三構面分別對行為意向的影響。研究對象為有工作經驗者並去過信義區新光三越者為主,以結構方程模式來做資料分析。
研究結論為:1. 新光三越信義新天地的商店氣氛能成功影響消費者情緒:根據資料分析發現,新光三越信義新天地的商店氣氛不論是周圍因素、設計因素、社會因素都對消費者情緒有正面且顯著影響。2. 新光三越信義新天地的商店氣氛對於行為意向無直接影響,但是能透過消費者情緒、顧客滿意度有間接影響。3. 成功建立商店氣氛、消費者情緒、顧客滿意度、行為意向之關聯模式:經資料分析結果,本研究的新光三越信義新天地的商店氣氛(周圍因素、設計因素、社會因素)都能影響消費者情緒並進而影響顧客滿意度和行為意向。
關鍵字:商店氣氛;消費者情緒;顧客滿意度;行為意向;新光三越
英文摘要 In recent four years the annual sales in department stores are the highest in the retail industries which show the important of department stores in the retail industries. In Taiwan , the competition of department stores are so intense that it is hard to survive in the industry. Baker, Levy and Grewal( 1992) discovered that when it is hard to get advantage in product, price, promotion and place, the store itself is the chance to stand out in the market.
This research applies “ambient,” “design” and “social” factors as the dimension of store atmosphere, to affect consumer emotions、consumer satisfaction and behavioral intention and how the three dimension of store atmosphere can affect behavioral intention. The subjects of this research are people who have work experience and had been to Shin Kong Mitsukoshi Xinyi Place. This research use SEM (structural equation model) to analyze data.
The conclusions are as follow: 1. Store atmosphere in Shin Kong Mitsukoshi Xinyi Place directly and significantly affects customer emotion. According to the data the three dimensions of store atmosphere can successfully affect customer emotion. 2. Store atmosphere in Shin Kong Mitsukoshi Xinyi Place can’t directly affect behavioral intention however, through customer emotion and customer satisfaction can indirectly affect behavioral intention. 3. The correlations between store atmosphere, customer emotion, customer satisfaction and behavioral intention are verified. According to this research store atmosphere in Shin Kong Mitsukoshi Xinyi Place can successfully affect consumer emotions, consumer satisfaction, and behavioral intention.
論文目次 目錄
目錄 Ι
表目錄 Ⅲ
圖目錄 Ⅴ
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第四節 研究範圍與對象 6
第五節 研究流程 7
第二章 文獻探討 8
第一節 商店氣氛 8
第二節 消費者情緒 12
第三節 顧客滿意度 16
第四節 行為意向 21
第三章 研究設計 25
第一節 觀念架構 25
第二節 研究假說 26
第三節 問卷研究變數和操作定義 29
第四節 研究設計 33
第五節 資料分析方法 35
第四章 資料分析與結果 40
第一節 敘述性統計分析 40
第二節 信度分析 46
第三節 結構方程模式分析 47
第五章 結論與發現 57
第一節 研究結論 57
第二節 研究發現 58
第三節 研究限制與未來建議 59

參考文獻 60
附錄 研究問卷 70
表目錄
表1-1 98年-101年綜合商品零售業營業額 2
表1-2 百貨業2010年與2011年前十名業者營收表現 4
表2-1 情緒定義 12
表2-2 語意衡量差異表 14
表2-3 差異情緒量表 15
表2-4 顧客滿意度之定義 17
表2-5 顧客滿意度之衡量 19
表2-6 行為意向量表 24
表3-1 商店氣氛-周圍因素之操作性定義與衡量題項 29
表3-2 商店氣氛-設計因素之操作性定義與衡量題項 30
表3-3 商店氣氛-社會因素之操作性定義與衡量題項 30
表3-4 消費者情緒-愉悅之操作性定義與衡量項目 31
表3-5 顧客滿意度之操作性定義與衡量項目 32
表3-6 行為意向-再購意願之操作性定義與衡量項目 32
表3-7 行為意向-推薦意向之操作性定義與衡量項目 33
表3-8 問卷回收情況 34
表3-9 結構方程式之參數說明 36
表3-10 整體配適度指標與理想準則 39
表4-1 性別次數分布 40
表4-2 年齡次數分布 40
表4-3 婚姻狀況次數分布 41
表4-4 家庭人口數分布 41
表4-5 教育程度分布 41
表4-6 職業分布 42
表4-7 所得分布 43
表4-8 商店氣氛衡量題項的平均數與標準差 44
表4-9 消費者情緒衡量題項的平均數與標準差 45
表4-10 顧客滿意度衡量題項的平均數與標準差 45
表4-11 行為意向衡量題項的平均數與標準差 46
表4-12 問卷信度 46
表4-13 整體配適度衡量結果 49
表4-14 基本配適度指標分析結果 50
表4-15 模型之研究假說與驗證成果 52
表4-16 路徑效果分析 55
圖目錄
圖1-1 2007-2011 的台灣百貨業TOP 10營收總額成長分析圖 2
圖1-2 研究流程圖 7
圖2-1 商店氣氛與購買機率之間的因果模型 8
圖2-2 M-R 模式圖 13
圖2-3 Russell情緒環狀模式 15
圖2-4 信念、感覺、態度、行為意向與最終行為之關係模式 21
圖2-5 服務品質與行為意向及財務結果的模式 22
圖3-1 觀念架構 26
圖3-2 M-R 模式圖 27
圖4-1 本研究結構 48
圖4-2 本研究線性結構路徑關係圖 53



參考文獻 參考文獻
一、中文部份:
毛曉夫,1997,來源國形象對顧客顧客度之影響— 以ELM 模式為理論基礎,政治大學國際貿易研究所碩士論文。
李振昌譯,2005。《收買感官,信仰品牌》,台北市,商智文化出版。
周文賢 ,2004,多變量統計分析SAT/STAT使用方法,台北:智勝文化。
周文輝、陳曉紅,2008。「商店形象、顧客滿意度與忠誠度關係的實證研究」,預測,27(5),27–32。
孫良賢,2003,多元商店氣氛對消費購買意圖之影響,輔仁大學管理學研究所碩士論文。
許瓊文,2012,環境氛圍對消費者情緒、滿意度與行為意圖影響之研究:以埔里觀光酒廠為例,國立臺中教育大學永續觀光暨遊憩管理研究所碩士論文。
曾光華,2009,服務業行銷與管理─品質提升與價值創造,台北:前程文化。
游尚儒,2007。「知覺價格、知覺價值與知覺服務品質對消費者滿意度與再購意願影響之研究-以花蓮地區觀光飯店為例」,國立東華大學企業管理學系碩士論文。
黃振翔,2001,刺激性遊具之刺激程度與遊憩滿意度關係之研究,中國文化大學觀光事業研究所。
蔡文凱,2005。主題遊樂園服務品質、顧客滿意、知覺價值與行為意向關係之研究─以月眉育樂世界探索樂園為例,朝陽科技大學休閒事業管理系碩士論文。
蔡坤泰,2006,休閒農場知覺服務品質、遊客滿意度與行為意向關係之研究 —以屏東熱帶農業博覽會為例,國立中山大學企業管理學系研究所。


中華徵信所網站http://www.credit.com.tw/creditonline/cfcontent/industrial/weekly/index.cfm?sn=270
經濟部統計處網站http://www.moea.gov.tw/Mns/dos/content/ContentLink.aspx?menu_id=7710
二、英文部分:

Alpert, J. I. and Alpert, M. I. (1989), “Background music as an influence in consumer mood and advertising responses”, Advances in Consumer Research, Vol. 16, No.1, pp. 485-491.
Anderson, et al. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden, Journal of Marketing, 58, 53-56.
Babin, B.J. and Attaway J.S. (2000), “Atmospheric affect as a tool for creating value and gaining share of customer.” Journal of Business Research, 49(2), 91-99
Bagozzi, R.P., Gopinath, M. and Nye, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184-206.
Baker, J., Parasuraman, A. Grewal, D.and Voss, G. B. (2002), “The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions”, Journal of Marketing, Vol. 66, No. 2, pp. 120-141.
Baker, D. A., and Crompton, J. L. (2000). Quality, Satisfaction and Behavioral Intentions. Annuals of Tourism Research, 27(3), 785-804
Baker J., Grewal D., Parasuraman A.The Influence of Store Environment on Quality Inferences and Store Image,Journal of Academy of Marketing Science,Vol.22(4),pp.328-339
Baker, J., Levy, M. and Grewal, D. (1992), “An Experimental Approach to Making Retail Store Environmental Decisions”, Journal of Retailing, Vol. 68,No. 4, pp. 445-460.
Barry, J. B. and Attaway ,J. S. (2000), “Atmospheric Affect as a Tool for Creating Value and Gaining Share of customer,” Journal of Business Research,49,pp.91-100.
Batra, R.and Stayman, D. M. (1990). The role of mood in advertising effectiveness.Journal of Consumer Research, 17,205-224.
Belk, R.W. (1975),“Situational Variables and Consumer Behavior,” Journal of Consumer Research, Vol.2, pp.408-410.
Berman, B. and J. R. Evans (1995), Retail Management: A Strategic Approach, 6th ed., Englewood Cliffs, N.J.: Prentice-Hall.
Bitner, M. J. (1992), “Services capes: The Impact of Physical Surroundings on Customers and Employees”, Journal of Marketing, Vol. 56, No. 2, pp. 57-71.
Blackwell, R. D., Miniard, P. W. and Engel, J. F. (2001), Consumer Behavior, 9th ed.,Harcount, Inc.
Boulding, W., Kalra, A., Staelin, R. and Zeithaml, V. A. (1993), “A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions”, Journal of Marketing Research, Vol. 30, No. 1, pp. 7-27.
Cardozo, R. N. (1965), “An Experimental Study of Consumer Effort, Expectation and Satisfaction,” Journal of Marketing Research,
Czepiel, A. and Rosenberg, J. (1976), ─Customer Satisfaction: Toward An Integrative Framework., Proceedings of the Southern Marketing Association,pp.169-171.
Dawson, S., Bloch, H.P.& Ridgway,M.N. (1990), “Shopping motives, emotional states, and retail outcomes”, Journal of Retailing, Vol. 66, No. 4, pp.408-427.
Day, R. L. (1977). Toward a process model of consumer satisfaction. in Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction, Hunt, H. K. ed., Cambridge, MA: Marketing Science Institute, pp.153-183.
DeVellis, R. F. (1998), Scale Development: Theory and Applications, Newbury Park,CA: Stage.
Dodds, W. B., Monroe, K. B., and Grewal, D. (1991), “The effects of price,brand and store information on buyers’ product evaluations,” Journal of Marketing Research, Vol. 28, August, pp. 307-319.
Donovan, R. J., Rossiter, J. R. Marcoolyn, G. and Nesdale, A. (1994), “Store Atmosphere and Purchasing Behavior”, Journal of Retailing, Vol. 70, No. 3,pp.283-294
Donovan, R. J. and Rossiter, J. R. (1982), “Store Atmosphere: An Environment Psychology Approach”, Journal of Retailing, Vol. 58, No. 1, pp.34-57.
Dworetsky, J. P. (1985). Memory and Information Processing., Journal of Experimental Psychology, 92, 49-54.
Engel, J. F., Blackwell, R. D. and Miniard, P. W. (1995), Consumer behavior,8th ed., Fort Worth, TX: Dryden Press.
Fornell, C. (1992), ─A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56, 6-21.
Gardner, M. P. (1985). Mood states and consumer behavior: A critical review. Journal of Consumer Research, 12, 281-300.
Guielford, J. P. (1965).Fundamental Statistics in psychology and education 4th Ed, New York: Mcgraw. Hill Inc.
Gupta, S., and Vajic, M., The Contextual and Dialectical Nature of Experiences, CA: Thousand Oaks, pp33–51, Sage Publications, 2000
Hempel,D. J. (1977), ” Consumer Satisfaction with The Home Buying Process: Conceptualization and Measurement, in The Conceptualization of Consumer Satisfaction and Dissatisfaction”, H. Keith Hunt, Cambridge, MA., Marketing Science Institute.
Holbrook, M. B. and Hirschman, E. C. (1982), “The Experiential Aspect of Consumption: Consumer Fantasies, Feelings, and Fun”, Journal of Consumer Research, Vol. 9, No. 2, pp. 132-140.
Howard, J. A. and Sheth, J. N, 1969, The Theory of Buyer Behavior, New York, John Wiley and Sons.
Hunt, H.K.(1977),Consumer Satisfaction/Dissatisfaction: Overview and Research Directions, Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction ,ed. H. Keith Hunt,Cambridge,MA: Marketing Science Institute, pp.455-488.
Izard, C. E. (1991). The psychology of emotions. New York: Plenum Press.
Izard, C. E. (1977). Human emotions. New York: Plenum.
James, A. M. (1987), “Psychological Responses of Consumer Emotions: Theory.Methods and Implications for Conference Research,” in Susan P. Douglas et. Al.AMA Educatiors’Conference Proceedings, Chicago: American Marketing Association, pp.127-132.
Kim, M. K., Park, M. C. & Jeong, D. H. (2004), The Effects of Customer Satisfaction and Switching Barrier on Customer Loyalty in Korean Mobile Telecommunication Services,Telecommunication Policy, 28(2), 145-159.
Kotler, P. (1973), “Atmospherics as a Marketing Tool”, Journal of Retailing,Vol. 49, No. 4, pp. 48-64
Kunkel, K. & Berry, M. (1968), “A Behavioral Conception of Retailing Image”, Journal of Marketing, Vol. 80, 95-112.
Machleit, K.A., & Eroglu, S.A., “Describing and measuring emotionalresponse to shopping experience.” Journal of Business Research,49(2), pp.101-111,2000.
Mehrabian, A. and Russell, J. (1974), An Approach to Environmental Psychology, Cambrige, M.A.: MIT Press.
Muller, W. (1991),“Gaining Competitive Advantage through Customer Satisfaction,” European Management Journal, Vol. 9, No. 2, pp.201-211.
Nicholls, J. A. F., Gilbert, G. R., and Roslow, S. (1998). Parsimonious measurement of Customer satisfaction with personal service and the service setting. Journal of Consumer Marketing, 15 (3), pp.239-253.
Nyer, P. U. (1997). The study of the relationships between cognitive appraisals and consumption emotions. Journal of the Academy of Marketing Science, 25(4), 296-304.
Oliver, R. L. (1980), ─A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions.∥, Journal of Marketing Research, 17, 460-469.
Ostrom, A. and Iacobuci, D. (1995), Consumer Trade-Of fs and the Evaluation of Services, Ostrom, Amy, Iacobucci, Dawn, Journal of Marketing, 59(1), pp. 17-29.
Parasuraman, A. Zeithaml, V. A. and Berry, L. L. 1996, The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46.
Parasuraman, A., Zeithaml, V. A., and Berry, L. L. (1994), ─Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research., Journal of Marketing, 58(1), 111-124.
Petrick, J. F. and Backman, S. J. (2003). An examination of golf traveler’s satisfaction,perceived value, loyalty, and intentions to revisit. Tourism Analysis, 6,223-237.
Phillips, D. M., and Baumgartner, H., "The role of consumption emotions in the satisfaction response,” Journal of Consumer 9 6 Psychology, 12( 3), pp.243-252,2002.
Plutchik, R. (1980), Emotions: A Psychoevolutionary Synthesis, N.Y.: Harper and Row.
Price, L. L., Arnould, E. J. and Deibler, S. L. (1995), “Consumer’s Emotional Responses to Service Encounters: The Influence of the Service Provider,” International Journal of Service Industries Management, Bradford, Vol.6, No.3, p34.
Russell, J. A. and Pratt, G. (1980), “A Description of the Affective Quality Attributed to Environments”, Journal of Personality and Social Psychology,Vol. 38, No. 2, pp. 311-322.
Schachter, S. (1958), “Thematic Apperceptive Methods”, In B. B. Wolman,(Ed.), Handbook in Clinical Psychology, N.Y.: Wiley, pp. 27-28.
Sherman, E., Mathur, A. and Smith, R. B. (1997), “Store Environment and Consumer Purchase Behavior: Mediating Role of Consumer Emotions”, Psychology and Marketing, Vol. 14, No. 4, pp. 361-378.
Singh, J.and Widing R. E.(1991), “What occurs once consumers complain?”, European journal of marketing,pp.30-46.
Sirgy, M. Joseph, Dhruv Grewal, and Tamara Mangleburg(2000), “Retail environment, self-congruity, and retail patronage: An integrative model and a research agenda,”Journal of Business Research, 49, 127-38.
Smith, Robert E. and William R. Swinyard (1982), Information Response Modes:An Integrated Approach, Journal of Marketing, 46 (winter), pp.81-93.
Spies, K., Hesse, F. and Loesch, K. (1997), “Store atmosphere, mood and purchasing behavior,” Journal of Research in Marketing, 14, pp. 1-17.
Szymanski, D. M. and Henard, D. H. (2001) Customer satisfaction: A meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, 29(1), 16-35.
Tse, D. K. and Wilton, P. C. (1988), “Models of Consumer Satisfaction: An Extension,” Journal of Market Research, pp. 204-212.
Turley, L. W. and Milliman, R. E. (2000), “Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence”, Journal of Business Research, Vol. 49, No. 2, pp. 193-211.
Wakefield, K. J. and Baker, J. (1998), “Excitement at the Mall: Determinants and Effects on Shopping Response”, Journal of Retailing, Vol. 74, No. 4, pp.515-539.
Westbrook, R. A. (1987), “Product/Consumption-Based Affective Responses and Postpurchase Processes”, Journal of Marketing Research, Vol. 24, No. 3,pp. 258-270.
Westbrook, R. A. (1981), “Sources of Consumer Satisfaction with Retail Outlets,” Journat of Retaiting, 57 (Fall), pp.68-85.
Wiley,J.W.(1991). Customer Satisfaction: A Supportive Work Environment and Its Financial Cost. Human Resource Planning, 14(2), 117-127.
Woodruff, Robert B, Ernest R. Cadotte and Roger Jenkins, L. (1993), 〝Modeling Consumer satisfaction Processes Using Experience-Based Norms,〞Journal of Marketing Research,Vol.20pp.296-304.。
Woodside, A. G., Frey, L. L. and Daly, R. T. (1989), ─Linking Service Quality,Customer Satisfaction, and Behavioral Intention. Journal of Care Marketing,Dec., 5-7.
Yalch, R. F. and Spangenberg, E. R. (2000), “The Effect of Music in a RetailSetting on Real and Perceived Shopping Times”, Journal of Business Research, Vol. 49, No. 2, pp. 139-147.
Yoo, C., J. Park and Maclnnis, D. J. (1998), “Effects of Store Characteristics and In-Store Emotional Experiences on Store Attitude”, Journal of Business Research, Vol. 42, No. 3, pp. 253-263.
Zeithaml, V. A. and Bitner, M. J.(2000). Services Marketing: Integrating Customer Focus across the Firms. New York: McGraw-Hill.
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2013-06-26公開。
  • 同意授權瀏覽/列印電子全文服務,於2013-06-26起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2281 或 來信