量販店環境刺激對消費者情緒與滿意度之影響研究

從台灣的第一家量販店開始，台灣人的生活就與量販店沒有脫離過，因為生活型態以及消費習慣的改變，導致民眾開始對量販店產生依賴，也使得現代人與量販店關係更是密不可分，因此各大型量販店紛紛有如雨後春筍般積極搶食這塊大餅，而各大型量販店身處競爭激烈的環境中，如何在提供商品幾乎相同的狀況下，以良好的商店環境及卓越的服務品質贏得顧客的歡心，便成為量販店戰勝競爭對手的關鍵要素。本研究以台北地區四大量販店之分店的顧客為研究對象，於消費後立即填寫問卷，共回收280份問卷，扣除填答不完整問卷共23份，正式問卷之有效問卷為257份，再以SPSS及AMOS等分析軟體進行信、效度分析與結構方程模型驗證模型的各項配適度指標，驗證假說是否成立。研究結果中發現整體的環境刺激對於消費者情緒有著顯著的正向影響，而構成整體刺激的實體環境與服務品質對於消費者情緒也有顯著的正向影響。整體的環境刺激與消費者情緒對滿意度有顯著的正向影響，但情緒對於環境刺激與滿意度並無中介效果，但因為情緒仍然對於滿意度有正向的影響，所以業者還是必須重視消費者的情緒反應，加以因應，以創造更大利益。

關鍵字

商店環境；服務品質；消費者情緒；滿意度

並列摘要

Since the first hypermarket appeared in Taiwan, the livelihood of the Taiwanese people and the hypermarket have never been separated because of the change in the lifestyle and consuming habit that drives people to generate a dependence on hypermarket. It builds up a more close relationship between folks and hypermarkets. Thus, there arises a keen competition among the hypermarket in Taiwan, how can they break the situation, and make a best store environment and excellent service quality would be the key elements. This study sampled the customers consuming in each branch of the four major hypermarkets within Taipei area by convenience. We received 280 copies of questionnaires in total. After deducting 23 incomplete copies of questionnaires; there remained 257 valid ones. We used SPSS software to analyze those questionnaires to check their reliability and validity, and used AMOS to apply structural equation model (SEM) to examine the model fit and test whether the hypotheses were substantiated. Result shows that the overall environment stimulus has a significant positive impact on the consumer’s emotion; similarly, the physical environment and service quality also have a significant positive impact on the consumer’s emotion. We also found that overall environment stimulus has a significant positive impact on consumer’s satisfaction. However, in the hypermarket case, the most direct impact on satisfaction is the overall environment stimulus, with emotion exerting no mediating effect on the relationship between the environment stimulus and satisfaction. Nevertheless, emotion still has a significant positive impact on satisfaction; therefore, we suggest that the industry had better emphasize the emotional response of consumers and even give delight to customer so as to create the maximum benefits for corporation.

並列關鍵字

Emotion ； Service Quality ； Retail Environment ； Satisfaction

參考文獻

Anderson, E. W., C. Fornell, and D. R. Lehmann. “Customer Satisfaction, Market Share, and Profitability: Findings from Sweden.” Journal of Marketing 58, no.3 (1994): 53-66.

Anton, J. “Customer Relationship Management: Making Hard Decisions with Soft Numbers.” Upper Saddle River, Prentice-Hall, (1996).

Babakus, E. and W. G.. Mangold. “Adapting the SERVQUAL Scale to Hospital Service: An Empirical Investigation.” Heealth Service Research 26, no.6 (1989): 767-786.

Babin, B. J. and J. S. Attaway. “Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer.” Journal of Business Research 49, (2000): 91-99.

Baker, J., D. Grewal, and A. Parasuraman. “The Influence of Store Environment on Quality Inferences and Store Image.” Journal of the Academy of Marketing Science 22, (1994): 328-339.

國際替代計量

量販店環境刺激對消費者情緒與滿意度之影響研究

未授權

主題瀏覽