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

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.

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

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