物質主義者對於商店氣氛的需求與消費者情緒影響購買行為之研究

Materialistic to the Store Atmosphere and the Needs of Consumer Emotion affect Their Purchase Behavior

王韻(Y. Wang)

《華岡紡織期刊》 15卷2期 (2008/06) Pp. 112-124

https://doi.org/10.29984/JHGT.200806.0004

摘要

本研究主要為探討商店氧氣的五大構面（賣場外部環境、賣場內部環境、賣場的設計與配置、賣場的展示與佈置、人員因素），對於消費者情緒的影響，包括愉快、喜愛、驚喜、沮喪、心動、無聊等身心狀況，進而研究是否會影響消費者的購買行為。另外，為了瞭解干擾變數物質主義的影響，本研究運用中心性、快樂、成功三構面，來分析消費者特徵所造成的差異，進一步探討干擾變數與其他各變數之間的關係。本研究以M-R環境心理學模型及S-O-R情境行為模型作為參考，研究問卷的蒐集採取人員問卷法進行問卷調查，發放地點選擇在高雄各大商圈百貨；所設定之研究範園年齡為18~25歲，以瞭解現代年輕人物質主義的涉入程度與對商店氣氛的需求之影響。研究結果顯示：商店氣氛與其五大構面對消費者情結的影響，具有顯著性差異；消費者情均對於購買行為具有正向顯著性關係；商店氣氛對於購買行為的影響也有顯著性差異；而物質主義者對於商店氣氛的干擾不如預期時的假設，反而直接干擾消費者情緒進而影響購買行為。

關鍵字

商店氣氛 ； 消費者情緒 ； 購買行為 ； 物質主義

並列摘要

The purpose of this research is to investigate the in f1uence of store atmosphere in changing consumer emotion, in addition, to study whether consumer emotion would affect consumer buying behavior. in order to understand the variables interference-personal characteristic of consumer materialistic is used to explore further relationship among research variables. This study used M-R environmental psychology model and S-O-R situation model as reference model to develop it's research model. Questionnaire were collected from major department stores in Kaohsiung city. Trained staff were using mall-intercepted method to selcet samples which are set for the study, aged 18 to 25 years old, modem young peop1e who understand the material and the extent of invo1vement of the store atmosphere aftfect demand. The research findings show: its five stores atmosphere configuration of the face of consumer sentiment, with some significant differences in consumer sentiment for the purchase of a significant positive relationship between store atmosphere of the impact of the purchase a1so significant differences in the material to interfere with the atmosphere of the store variables than expected, the assumption that consumer sentiment instead of direct interference in turn affect buying behavior.

並列關鍵字

store atmosphere ； consumer emotion ； purchase behavior ； materialism