商店氣氛對消費者情緒、顧客滿意度和行為意向的影響-以誠品信義店為例

A Study of Impact on Store Atmosphere to Customer Emotions, Customer Satisfaction, and Behavioral Intention: A Case Study of Eslite Xinyi Store

陳雅婷(Nga-Teng Chan)

指導教授 ： 黃志文

淡江大學/商管學院/國際企業學系碩士班/碩士(2013年)

https://doi.org/10.6846/TKU.2013.00153

摘要

在這個科技日新月異之年代，傳統的紙本閱讀模式似乎已逐漸被電子書本所取代。但根據「2010年圖書出版業產業調查報告」指出，49.8%的受訪民眾依然從實體書店購書，只有31.2%的民眾選擇購買電子書本，顯示了實體書店的重要性。現時民眾的生活水準正在不斷提昇，所追求的不只是商品本身的功能性與美感，對商店的氣氛、設計、員工態度等亦有所要求。面對這龐大的商機，各家書店也開始著重於營造良好的商店氣氛以吸引更多顧客。
本研究以台北市的誠品信義店為例，以商店氣氛為前因變數，消費者情緒與顧客滿意度為中介變數，行為意向為結果變數，探討誠品信義店內的商店氣氛是否會影響消費者情緒、顧客滿意度與行為意向、且建立並驗證「商店氣氛、消費者情緒、顧客滿意度、行為意向」之關聯模式。
經使用結構方程式分析並驗證後，結果指出商店氣氛中所包含的設計因素與週圍因素皆會對消費者情緒、顧客滿意度與行為意向有正面和顯著的影響；然而，社會因素則對中介變數與結果變數沒有顯著的影響。最後，則針對結構方程式分析之結果提出研究限制與建議。

關鍵字

誠品書店 ； 商店氣氛 ； 消費者情緒 ； 顧客滿意度 ； 行為意向

並列摘要

With the popularity of the internet, diversification of mass media and innovation of technology, the ways and sources of reading revolutionarily shift from physical books to e-books, with electronic devices such as televisions, computers, smartphones and tablets as platforms. Advanced technology provides easier and faster ways of accessing information, initiating a growth in e-book markets and threatening the traditional bookselling industry. Surprisingly, according to“The Survey on Reading Habit of Taiwanese” conducted in 2010, many Taiwanese booklovers still prefer going to bookstores and enjoy reading physical books, especially going to bookstore chains such as Eslite and Kingstone. Technology promotes our living standards and our pursuits of better quality and beauty. People are now more demanding than they did decades ago. Nowadays, customers do not only purchase the merchandise itself, but also its quality, aesthetic feeling, symbol consumption and space.

By taking the case of Eslite Xinyi Store as an example, this research is to discuss about the influences of store atmosphere on customer emotions, customer satisfaction and behavioral intention, with store atmosphere acts as the antecedent variable, customer emotions and customer satisfaction as intervening variables and behavioral intention as the research outcome variable. This research also constructs and verifies the linear structural relations model regarding store atmosphere, customer emotions, customer satisfaction and behavioral intention. That is, the correlation between these variables.

Verified results show that except for social factor, both ambient and design factors of store atmosphere positively and significantly affect customer emotions, customer satisfaction and behavioral intention. Research implications and suggestions and then proposed regarding the verified results.

並列關鍵字

Eslite Bookstore ； Store Atmosphere ； Customer Emotions ； Customer Satisfaction ； Behavioral Intention

參考文獻

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(A) Bibliography of Chinese Literature Sources

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(B) Bibliography of English Literature Sources