商店環境對情緒狀態、體驗價值及行為意向影響之研究―以連鎖藥妝店為例

A Study of the Influence of Store Environment Toward Emotional State, Experiential Value and Behavior Intention - A Case of Chain Drugstore

謝詠如(Youn-Ru Hsieh)

指導教授 ： 蔡子安

國立臺中科技大學/資訊與流通學院/流通管理系碩士班/碩士(2016年)

摘要

隨著生活水準的提升，消費者在生活型態及消費模式各方面均產生多重的變化，商家必須以滿足消費者追求個性化、多樣化的需求為其經營重心，並塑造一個足以引發消費者購買慾望的商店環境。本研究以Mehrabian and Russell（1974）的「刺激（S）-有機體（O）-反應（R）」模型為基礎，並融入「體驗觀點」的顧客價值（Holbrook, 1996），探討消費者在接受「商店環境」刺激後，如何透過「情緒狀態」與「體驗價值」，表現在其「行為意向」上。

本研究以近期一個月內曾經光顧桃園地區兩大藥妝連鎖店屈臣氏及康是美的消費者為對象。研究方法上採匿名紙本及網路問卷並行方式，以便利抽樣法取得有效問卷351份，並使用SPSS 21及Amos 21針對模式進行分析與假說檢定。研究結果顯示，商店環境對情緒狀態有正向影響關係；情緒狀態對行為意向的影響不顯著；商店環境對體驗價值有正向影響關係；體驗價值對情緒狀態有正向影響關係；體驗價值對行為意向有正向影響關係；及不同的藥妝品牌商店環境呈現不同的影響效果。最後，根據實證研究結果提出研究發現與管理意涵，並提出研究限制與未來的研究方向。

關鍵字

商店環境 ； 情緒狀態 ； 體驗價值 ； 行為意向 ； 連鎖藥妝店

並列摘要

The constant rise in the standard of living has caused changes in lifestyles and consumption behavior. Retailers should therefore run their businesses in ways that that satisfy consumer needs for customization and diversity and create a store environment conducive to consumption. In this study, the Stimuli-Organism-Response (SOR) model proposed by Mehrabian and Russell (1974) was integrated with Holbrook’s (1996) experience-based definition of customer value to investigate how consumer exposure to store environments affected their behavioral intention through their emotional states and experience values.

Under the principle of anonymity, a questionnaire was administered in print and online to consumers in Taoyuan who had shopped at Watsons and COSMED (both of which are major healthcare and cosmetics chains in Taiwan) within the past month. A total of 351 valid responses were obtained through convenience sampling. SPSS 21 and AMOS 21 were employed to analyze the SOR model and verify the hypotheses proposed by this study. The findings were as follows. Store environment positively affected emotional state and experience value. Emotional state had nonsignificant effects on behavioral intention, and experience value positively affected emotional state and behavioral intention. In addition, the level of influence of the store environment differed between the two retailers. Conclusions and managerial implications drawn from the empirical findings are provided, accompanied by a discussion of the limitations of this study and proposals for future research.

並列關鍵字

Store Environment ； Emotional State ； Experiential Value ； Behavior Intention ； Chain Drugstore

參考文獻

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