根據德國線上統計資料庫Statista預估,全球零售額直至2023年為止將會高達30兆美元,伴隨科技與消費者購物習慣改變,消費者的商店需求開始著重於體驗、驚喜與促銷。因此以擁有低成本、機動性高,且吸引消費者的「快閃店」開始成為許多企業重點投資的項目。本研究擬應用SOR理論,針對快閃店環境特徵作分類,探討各個環境特徵(周圍因素、社會因素、設計因素)將如何影響滿意度,進而增加口頭推薦意圖、提升購買意願、觸發資訊搜尋意圖。本研究將快閃店特徵分別歸類為商店氛圍、稀缺性、互動、從眾行為、創新及美學,並透過線上問卷方式進行調查,最終回收有效樣本數為423份,且分別採用SmartPLS 3與SPSS Statistics 26兩套軟體進行統計分析。 研究結果顯示商店氛圍、互動、創新與美學,確實能提升滿意度,進而達到增加口頭推薦意圖、提升購買意願、觸發資訊搜尋意圖目的。並於研究最後分別以實務面與學術面提供未來參考建議。
According to Statista, a German online statistical database, global retail sales were projected to amount to 30 trillion U.S. dollars by 2023.With the changes in technology and consumer shopping habits, consumers’ store needs have begun to focus on experiences, surprises and promotions. Therefore, "pop-up stores" that have low cost, high mobility, and appeal to consumers have become key investment projects for many companies. This research intends to apply SOR theory to classify the environmental characteristics of pop-up stores, and explore how various environmental characteristics (ambient factor, social factor, design factor) will affect satisfaction, thereby increasing word of mouth intentions, purchase intentions, and information seeking intentions. In this study, the characteristics of pop-up stores were classified into store atmosphere, scarcity, interaction, conformity , innovative, and aesthetics. The survey was conducted through online questionnaires. 423 valid samples were collected through online questionnaires, and SmartPLS version 3 and SPSS Statistics version 26 were used for analysis. The research results show that store atmosphere, interaction, innovative and aesthetics can indeed increase satisfaction, thereby achieving the purpose of increasing word of mouth intentions, purchase intentions, and information seeking intentions. Finally, provide future reference suggestions in practitioners and academics aspects.