商店氣氛對消費者情緒、顧客滿意度與行為意向之影響-以太平洋SOGO復興館為例

A Study of Impact on Store Atmosphere to Consumer Emotions, Consumer Satisfaction, and Behavioral Intention: A Case Study of Pacific Sogo Fuxing Store

林伯峯(Po-Fang Lin)

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.2013.00137

摘要

本研究主旨在瞭解太平洋SOGO復興館商店氣氛、消費者情緒、顧客滿意度與行為意向之現況，探討太平洋SOGO復興館顧客之基本特性與商店氣氛、消費者情緒、顧客滿意度與行為意向之關係，進一步去建構「商店氣氛、消費者情緒、顧客滿意度與行為意向模式」，並探討研究太平洋SOGO復興館消費者隻商店氣氛認知、消費時的情緒、消費後的滿意度對於行為意向的影響。

本研究母體主要為有在太平洋SOGO復興館消費過並且已為社會工作人士的消費者。採取實體發放問卷以及網路問卷，回收有效問卷為200份。本研究將商店氣氛細分為周圍因素、設計因素和社會因素以便詳細探討。本研究之「商店氣氛、消費者情緒、顧客滿意度與行為意向模式」整體配適度良好，並且實證結果發現，商店氣氛中的三個因素皆無法直接正向的影響行為意向，而需透過消費者情緒與顧客滿意度為中介變數去影響行為意向，因此可得知商店氣氛是會間接影響行為意向的。

關鍵字

商店氣氛 ； 消費者情緒 ； 顧客滿意度 ； 行為意向 ； 太平洋SOGO復興館

並列摘要

The conception of this research was to establish a conceptual model of store atmosphere, consumer emotions, consumer satisfaction and behavioral intentions. The specific objectives were as follows:
1. To understand Pacific SOGO Fuxing Store consumers’ store atmosphere, consumer emotions, consumer satisfaction and behavioral intentions.
2. To explore the relationships among consumers’ basic statistics, store atmosphere, consumer emotions, consumer satisfaction and behavioral intentions.
3. To contruct and validate the structural model among the impact on store atmosphere to consumer emotions, consumer satisfaction, and behavioral intention.

The target population in this study was mostly to consumers that been to Pacific Sogo Fuxing Store and have already been working. This study’s questionnaire were handed out by person and internet. This study subdivided Store atmosphere into three factors, which are ambient factor, design factor and social factor. The overall proposed model fit the data well. After conducting the Structural Equation Modeling , the results showed that store atmosphere could not affect behavioral intentions significantly, but could affect behavioral intentions via consumer emotions to consumer satisfaction.

並列關鍵字

Store Atmosphere ； Consumer Emotions ； Consumer Satisfaction ； Behavioral Intention ； Pacific SOGO Fuxing Store

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