過去學者深知服務場景對零售業的重要,對服務場景中的各個環境刺激深入探討,以瞭解消費者的消費行為,但是對整體環境刺激的交互作用 則少有人研究。為建立環境刺激中交互作用的完整理論架構,本研究探討燈光與背景音樂的交互作用,是否會影響情緒、社會互動、與顧客滿意。 本研究採2(暗淡光卅明亮光)×3(快板音樂卅中板音樂卅慢板音樂)的二因子重複量數實驗設計。以芳療業女性顧客為研究參與者,採二階段選取受測對象。第一階段採便利抽樣篩選合格商家,第二階段採用簡單隨機抽樣選取參與者並隨機分配至六個實驗,每個參與者分別接受六個實驗。 本研究發現在六個實驗中,暗淡光與慢板音樂的組合效果最好。在暗淡光與播放慢板音樂的氛圍裏,顧客的愉快與激發情緒最好、互動品質最佳、友好行為最多、顧客滿意也最高。在情緒-社會互動-顧客滿意模型中,情緒對社會互動與顧客滿意都有直接影響效果;社會互動對顧客滿意也有直接影響效果;情緒也可以透過社會互動(中介變數)間接影響顧客滿意。
Past researchers have long understood the importance of servicescape for retailing industry and have examined how a variety of environmental stimulus affects consumer behavior. However, the interaction of holistically environmental stimuli is little known. To fill the holistically theoretical model gap, this paper is to investigate the interactive effects between lighting and background music on emotion, social interaction, and customer satisfaction. This research manipulated lighting (bright and dim) and background music (allegro, moderato, and adagio) in a 2 by 3 repeated factorial design in a field setting. Aromatherapy shop catering to all female customers served as the context of this study. To select proper and adequate participants, two-stage sampling is employed. At the first stage, selected eligible shops from related commercial directory with convenience sampling; then at the second stage, randomly selected participants and randomly assigned them into six treatments. Each participant has gone through six different treatments respectively. The findings show that dim lighting combined with adagio background music enables customers to exhibit a higher level of pleasant and arousal emotion, greater interactive quality, more affiliation evidence, and enhanced customer satisfaction than all the other combination. In the emotion-social interaction-customer satisfaction model, emotion has a positive and direct impact on social interaction and customer satisfaction; social interaction has a positive and direct impact on customer satisfaction. This research also discovers emotion indirectly influences customer satisfaction via social interaction (mediator variable).