探討商店環境刺激對消費者情緒與購物價值之影響

The Influence of Store Environment on Consumer's Emotion and Shopping Value

蕭至惠(Chih-Hui Hsiao) ； 許志賢(Chih-Hsien Hsu) ； 許世芸(Shih-Yun Hsu) ； 許書銘(Shu-Ming Hsu)

《運動休閒餐旅研究》 2卷2期 (2007/06) Pp. 48-66

https://doi.org/10.29429/JSLHR.200706_2(2).03

摘要

「體驗經濟」時代的來臨，零售業者必須注意到消費者的購買焦點已不再是產品本身，更重要的是購買過程的氣氛營造，能讓消費者感到購物的愉悅；換言之，消費者不僅由購買產品獲得功能價值，更可以在購物的過程中獲得樂趣的價值，因此本研究根據過去文獻探討消費者在商店環境的刺激下，所體驗的購物價值的影響爲何。近幾年來，由於購物空間的設計與氛圍，促使消費者更能沉浸於環境中並同時體驗購物的樂趣，因此開始出現許多強調商店環境氣氛的零售業者，尤其是「生活百貨業者」的經營型態兼具功利與享樂的消費性質，本研究選定生活百產業作為研究對象。由於本研究認爲「宜家家居IKEA」在商店設計上有別於一般生活百貨業者，在商店氣氛的營造添加了展示間的設計，消費者可以在購物過程之中體驗居家的樂趣，堪稱爲台灣地區爲環境體驗的生活百貨產業代表，因此本研究欲針對「宜家家居IKEA」的商店環境特色做一深入探討。本研究結論如下：（一）在商店環境構面中，發現設計美學、設計功能、商品種類多樣性爲影響消費者愉悅情緒的主要原因；且週遭因素對覺醒情緒亦有顯著影響關係；（二）在消費者情緒構面中，愉悅情緒與覺醒情緒皆對享樂購物價值產生正向顯著影響關係；（三）在商店環境刺激對購物價值中，發現商店環境中的週遭因素、設計美學、設計功能與商品種類多樣性皆對享樂購物價值產生正向顯著影響關係；（四）在中介變數的探討中，發現愉悅情緒可作爲設計美學、設計功能、商品種類多樣性與享樂購物價值之中介變數；而覺醒情緒僅作為週遭因素與享樂購物價值之中介變數。

關鍵字

商店環境 ； 情緒 ； 享樂購物價值 ； 功利購物價值 ； 宜家家居IKEA

並列摘要

As the advent of the age of ”Economic Experience,” retailers must understand that the important things are not the products, but is the pleasant atmosphere that consumers feel when they buy things. In other words, consumers can not only get functional value from consuming products, but also get enjoyable value from shopping. Based on a literature review, this study investigates how the consumers experience the shopping value under the stimuli of the store environments. In recent years, because of the fantastic design and atmosphere of shopping spaces, consumers can immerse themselves in shopping environments and enjoy the happiness of shopping. Retailers that emphasize the store environment atmosphere appear. Specifically, the ”life department store” both has utilitarian and hedonic characteristics. This study regards IKEA as a different department store in its store design, because IKEA provides ”show room” in addition to its store atmosphere. As its consumers can enjoy homely pleasure during shopping, IKEA is a good example of the life department stores in Taiwan. This study also deeply investigates the store environment characteristics of IKEA. The conclusions drawn from real diagnoses are below. First, functional design, aesthetic design and variety have a positive influence on pleasure emotion; ambient factor also have a positive influence on arousal emotion. Second, both pleasure and arousal emotion have a positive influence on hedonic shopping value. Third, ambient factor, aesthetic design, functional design and variety have a positive influence on hedonic shopping value. Finally, pleasure emotion is a mediate variable among aesthetic design, functional design, variety and hedonic shopping value; arousal emotion is a mediate variable between ambient factor and hedonic shopping value.

並列關鍵字

store environment ； emotion ； hedonic shopping value ； utilitarian shopping value ； IKEA

參考文獻

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