商店氣氛、情緒與趨避反應關係之研究－以台南市沙發酒吧消費者爲例

The Relationships among Store Atmosphere, Emotion and Approach/Avoidance Reaction on Lunge Bar Costumers

江昱仁(Yu-Jen Chiang) ； 李證己(Chung-Ju Lee) ； 張文娟(Wen-Chuan Chang)

《運動休閒餐旅研究》 5卷1期 (2010/03) Pp. 131-153

https://doi.org/10.29429/JSLHR.201003_5(1).07

摘要

良好的商店氣氛(store atmosphere)會使消費者產生正向情緒、深化體驗、顧客停留的時間加長及消費更多的商品與服務，可進而提昇商店的營運績效。沙發酒吧(lounge bar)爲氣氛操控的代表性場所之一，透過空間美感設計、音樂、美酒等之氣氛營造，目的即是讓消費者感受到放鬆與愉悅並進而更有喜好接近之行爲。因鑑於沙發酒吧做爲現代城市新興休閒產業的社會與經濟價值。故本研究主要目的在瞭解沙發酒吧的商店氣氛、情緒及趨避反應程度間之關係，此外，亦利用Mehrabian and Rusesell (1974)提出之模式爲基礎，實證情緒是否在沙發酒吧的商店氣氛及趨避反應間，扮演中介變項之角色。本研究之地點爲台南市的沙發酒吧，抽樣對象爲在沙發酒吧內的消費者，透過便利抽樣法發放問卷，有效問卷爲390份。統計分析方法以SPSS作爲資料分析工具，包括敍述性統計、因素分析、獨立樣本t檢定、單因子變異數分析、階層迴歸等。本研究實證結果如下：1.商店氣氛之因素分析結果可分爲六個因素構面：「顧客行爲」、「形式設計」、「人員服務」、「空間佈局規劃」、「風格感受」、「週遭因素」。2.消費者社經背景和消費特性對商店氣氛因素有顯著差異。3.消費者社經背景與特性對情緒構面有顯著差異。4.沙發酒吧消費者對於商店氣氛中的人員服務會經由情緒對趨避反應程度產生影響。顯示人員服務對趨避反應是需經由情緒中介而產生影響；另外顧客行爲、形式設計、風格感受對趨避反應程度則透過情緒部分中介而產生影響。

關鍵字

商店氣氛 ； 情緒 ； 沙發酒吧

並列摘要

Whereas a good store atmosphere can make consumers have more positive emotion, deeper experience, longer stay and evoke them to consume more products or services, and then increase the achievement of the store. Lounge bar is one of the places that represent the atmosphere by controlling the esthetic design, music and alcohol just for relaxing the patrons and having pleasure emotions. As lounge bar is a new form of leisure industry and with economic value of the society in modern city, plus the domestic deficiency of quantification study in discussing the consumer emotional experience of lounge bar dimension. Consequently, the purpose of this study is to understand the relationship among bar atmosphere, consumer's emotional experience and behavior intention (approach/avoidance). There were three lounge bars to be selected in Tainan for this study. A convenient sampling of 390 consumers existing selected lounge bars was approached with the questionnaires. The data was analyzed by using SPSS 12.0. The main results of this study were as followings: 1.From the factor analysis, there were six main factors of store atmosphere of lounge bar, including ”patron behavior”, ”design of formal esthetic”, ”personnel service”, ”space layout”, ”style impression” and the ”ambience”. 2. Different respondent profiles showed significant difference in the store atmosphere. 3. Different respondent profiles showed significant difference in the emotion. 4. Personnel service showed significant effect on approach/avoidance through emotion, which means emotion had the mediation effect on the relationship between personnel service and approach/avoidance. However, emotion had only the partial effect on the relationship between patron behavior, design of formal esthetic, style impression and approach/avoidance.

並列關鍵字

store atmosphere ； emotional experience ； lounge bar

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