商店特徵對消費者購買意圖之關係探討－消費者情緒的中介效果

目的：本研究旨在探討自行車零售商店特徵、消費者情緒與購買意圖之關係，進而檢驗消費者情緒對自行車零售商店特徵與消費者購買意圖之中介效果。方法：研究係以問卷調查法，以臺北市自行車道騎乘者為研究對象，共計回收有效問卷為244份，有效回收率達98%，其中，以描述性統計、Pearson積差相關、一般多元迴歸分析等統計方法進行資料分析。結果：一、自行車零售商店特徵、消費者情緒與購買意圖彼此之間存在關連性。二、「愉悅／不愉悅」對「商品類別與多樣性」與購買意圖具完全中介效果，對「商店環境」與購買意圖則具部分中介效果；「覺醒／未覺醒」對「商品類別與多樣性」與購買意圖具完全中介效果。三、商店特徵中，僅有「商品類別與多樣性」和「商店環境」會引發消費者情緒並影響購買意圖。結論：本研究證實零售商店特徵會誘發消費者情緒進而影響購買意圖，建議未來自行車業者可聚焦於「商品類別與多樣性」與「商店環境」，並藉由體驗行銷來經營零售通路，以最小成本創造最大效益。

關鍵字

M-R模式；愉悅—未愉悅；覺醒—未覺醒；消費者行為

並列摘要

Purpose: This study aimed to examine the M-R model on bicycle retail store, and to examine the mediating role of consumer emotion in the store characteristic-purchase intention relationship. Methods: There were total 244 consumers participated in this survey. Descriptive statistics, Pearson correlation analysis and multiple linear regression were computed for data analysis. Results: 1. The results revealed the relationships among Store Characteristic, Consumer Emotion and Purchase Intention. 2. The pleasure-displeasure completely mediated the relationship between product assortment and purchase intention; the pleasure-displeasure partially mediated the relationship between store environment and purchase intention; the arousal-nonarousal completely mediated the relationship between product assortment and purchase intention. 3. Only ＂product assortment＂ and ＂store environment＂ would induce consumer emotion and influence purchase intention. Conclusion: We confirm the M-R model and suggest that brand managers should focus on designing ＂product assortment＂ and ＂store environment＂. In addition, brand managers can operate the retail channel through experiential marketing.