表演藝術為富涵社會文化價值之資產之一，然由於國內的藝術消費量偏低、政府補助及企業贊助等收入來源的不確定，使得表演藝術團體面臨營運上的困境，為在藝術行銷的幫助下，藉體驗行銷的觀念與架構分析觀眾的消費行為，瞭解影響其表演藝術消費體驗的因素與評估準則，以達成藝術價值與商業市場間的平衡，真正改善表演團體的營運狀況。 本研究經由表演藝術消費體驗之相關文獻，歸納出影響體驗之美學、社會、經驗及知名度等四大因素：美學因素涵蓋涉入程度與產品知識，社會因素包括社會地位、個人形象、參考群體以及家庭教育，經驗因素包括兒童及青少年時期經驗與前次經驗，知名度因素則探討表演團體的創作面與表演面的知名度。再藉由體驗的觀念劃分消費體驗的組成，進而納入表演藝術的特性與體驗評估的概念，發展含括表演本身、外在目的及表演團體之三大評估標的，並以消費者的滿意度為總衡量指標。在連結諸因素、消費與衡量準則間的關係後，形成動機、體驗、及評估的完整消費行為架構，並依研究目的劃分為影響表演藝術消費之因素模式與體驗評估模式兩大研究架構，以驗證相關之假說，釐清各項影響因素與表演藝術消費量、消費類型、及滿意度間的關係。 相較於過去大多數文獻的探索性研究，本研究以問卷調查法進行量化之分析，以台北市音樂、戲劇、舞蹈、及戲曲四大表演藝術節目類型之消費者為研究母體，於民國90年的2-4月間，自18場演出的觀眾中便利抽樣，由發出之5,250份問卷中，回收有效問卷897份。在實證分析上，將四大類別的表演藝術消費者個別進行統計分析之假說檢定，再將各類資料彙整以整合模式分析，最後以所有模式中顯著項目的比較，進行本研究假說的驗證。 研究結果發現：消費者的產品知識、擁有偏好藝術的朋友數目、自我認知的社會地位、兒童及青少年時期的接觸經驗、家庭成員的藝術消費量、及表演團體的知名度等，與表演藝術的消費量成正相關；消費者對藝術的涉入程度、及早期經驗中接觸的藝術類型，影響目前消費表演藝術的類型；消費者對藝術的涉入程度、參考群體的意見、及消費者的觀賞經驗，影響評估標的的重要性及整體滿意度，同時，上述之研究結果因四大表演藝術類型消費者之不同，而有類別上的差異。因此，根據本研究結果，進而納入體驗行銷的執行觀念，對整體表演藝術界及四大類別的表演團體提出不同行銷策略上之建議，並可作為政府在制訂文化政策時的參考，同時在學術貢獻上更進一步為表演藝術消費行為及體驗行銷的研究領域，豐富了彼此的內涵。 / Performing arts is one of the cultural assets in the society. However, due to the low consumption in arts and uncertainties of subsidies from the government and corporations, performing arts groups are now facing obstacles in operation. By employing the framework of Experiential Marketing, the paper aims to analyze the consuming behavior of audiences in the respects of the factors that influence the performing arts experiences and the evaluating criteria. With the sound understanding on the target customers, the performing arts groups, thus, will be able to reach the balance of arts value and market revenue by the assistance of arts marketing. According to literature, the study consolidates four factors that influence performing arts experiences; they are aesthetic factor, social factor, experiential factor, and brand-awareness factor, each of which represents different concepts. Aesthetic factor contains involvement and product knowledge. Social factor includes social status, self-image, reference group and family education. Experiential factor consists of childhood/adolescent experiences and the last viewing experience. Brand-awareness factor refers to creation-brand and acting-brand of the performing arts group. Incorporating the consumption experience characteristics, performing arts traits, and experience-evaluated concepts, the study develops three evaluating targets including performance, outside purpose, and performing arts group in the evaluation model, whereas consumer satisfaction is regarded as the indicator. By connecting the factors, consumption, and the evaluating criteria, the framework represents a complete consumer behavior process. To testify the related hypothesis, research framework is divided into factor model and evaluation model. Unlike most of the literature, which employs exploratory research methods, this study uses quantitative method to investigate audiences of music, theatre, dance, and traditional drama in Taipei. Convenience sampling was undertaken in releasing the questionnaire in 18 performances during February and April in the year of 2001. 897 valid consumer data out of the released 5, 250 is collected. In statistics process, four types of audience data are first separated into 4 different models, and then combined into a full model. Hypothesis verified is through outcome comparison of the five models. The result indicates that: product knowledge of the consumer, numbers of friends fond of arts, self-cognition on the social status, childhood/ adolescent arts-related experiences, arts consumption of family members and brand-awareness of performing arts group are all positively related to performing arts consumption. Arts-involvement, satisfaction of the reference group, and the last viewing experience of consumer affect the importance of evaluating targets and total consumer satisfaction. Four aesthetic types of audiences are found different in these outcomes. In conclusion, combining the result and the strategies of Experiential Marketing, the study proposes some suggestions in marketing strategies to four types of performing arts groups. Meanwhile, the research may serve as an implication for the government in formulating the national cultural policy. Furthermore, the research enriches the academic fields both on arts consumer behavior and Experiential Marketing.

隨著旅遊人口的持續增加，新的旅遊地也不斷被發現，旅遊圖像因而被大量建構並隨著媒體充斥於日常生活。經由意象與符號等意義的累積過程，各個景點的旅遊框架集結起來逐步建構出大眾對某個抽象「地方」的印象，進而產生「標準版」與「類型化」的旅遊圖像。 旅遊圖像的建構實是繞著特定空間的想像以及與此想像相關的社會實踐詮釋架構。然而旅遊實踐雖然發生在具體社會空間卻也涉及想像建構面向，藉由身體的移動而將特定旅遊圖像的想像連結到具體空間。 由是觀之，旅遊書籍常成為介紹旅遊景點、提供資訊的媒介，作／旅者陳述旅遊經歷的同時當也強化、再製了特定的旅遊圖像，提供讀者觀看世界的視野與角度。換言之，人們不僅通過圖像瞭解其它地方的生活方式與文化內容，也藉此建構了對他方的認知與想像。 / New tourist attractions are being discovered continually with the increase of touristic population, therefore, tourist images are constructed and being full of daily life along with media. Though the accumulative process of image and symbol, tourist frameworks create the abstract impression of “ Place” gradually, and then generate the edition of “Standard” and ”Typed ”. The construction of tourists image is indeed related to the imagination and social practice of framing around a specific space. Tourism practice, however, occurs in a concrete space but also involves imagine-constructed, with the movement of the body connect a link between imagination and a specific space. Therefore, travel books are the medium which introduce the tourist attractions, while author/ traveler describe their own experience, meanwhile, they are strengthening the vision and perspective for readers to watch the world. In other word, people not only learn the life style and cultural content by tourist images, but also construct the cognition and imagination of the place.

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This research aims at examining in what ways brands configure their consuming public's identity via advertising in the contemporary context. For that, it departs from observing the adverts from both competitor brands over the same period of time: the ones from Coca-Cola and the ones from Pepsi. Considering that the main product offered by those brands - soda - is very similar, sold at identical prices and whose flavour is sometimes indistinguishable for the consumer, it seems pertinent to propose the hypothesis that what determines consumption of a certain brand as opposite to the other is related to the way of characterisation and interpolation of consumers, engraved in those brands's adverts, which, in a certain manner, interferes in the choices made by individuals. Such configuring elements of the consumers's image projected by the company would have the capacity to allow sudden identification of individuals aimed at by one of the brands - and not the other. Thus, this research's main objective is to comprehend the relations that are established by brands and their public as from the observation of televisual commercials vehicled by the before-mentioned companies. So that we can better visualise such a relation, we have defined the following specific objectives: (1) analyse discursive strategies employed in televisual adverts for brand and offered product characterisation; (2) identify values put on the agenda by those brands to interpolate the consumer; (3) look for configuring threads of the consuming public summoned by both brands in their interpolation process; (4) verify configuration of the consumption surroundings of those products proposed by commercials (elements and/or situations which involve type/habit of consumption), looking forward to better understanding the public in question. The analysis's steps include: (a) description of different Coca-Cola and Pepsi televisual adverts selected to compose our research corpus; (b) identification of themes and values involved in those texts; (c) examining of manipulating figures and discursive strategies employed in the narratives; (d) description of brand discursive configuration, of consuming public and of surroundings in which that consumption occurs (procedures of figurativisation, actoralisation, spacialisation, temporalisation and tonalisation). Employed methodology is inspired by discursive semiotics developed by the Greimasian group. / A presente pesquisa propõe-se a examinar de que maneira as marcas configuram a identidade do seu público consumidor via publicidade no contexto contemporâneo. Para tanto, parte da observação das ofertas publicitárias de duas marcas concorrentes em período simultâneo: as da Coca-Cola e da Pepsi. Considerando que o principal produto oferecido por essas marcas, o refrigerante, é bastante similar, com preços idênticos e diferença de sabor às vezes imperceptíveis para o consumidor, parece pertinente a hipótese de que o que determina o consumo de uma marca em detrimento da outra está relacionado à forma de caracterização e interpelação do consumidor, inscrita nas campanhas publicitárias dessas marcas, que, de certa forma, passa a interferir nas escolhas feitas pelos sujeitos. Tais elementos configuradores da imagem dos consumidores projetada pela empresa teriam a capacidade de possibilitar a pronta identificação dos sujeitos visados com uma das marcas e não com a outra. Assim, o objetivo central da investigação é a compreensão das relações que se estabelecem entre as marcas e seus públicos, a partir da observação de comerciais televisuais veiculados pelas referidas empresas. Para que se possa melhor visualizar tal relação, definiram-se os seguintes objetivos específicos: (1) analisar as estratégias discursivas empregadas nas publicidades televisuais para a caracterização da marca e produto ofertado; (2) identificar os valores colocados em pauta por essas marcas para interpelar o consumidor; (3) buscar os traços configuradores da identidade do público consumidor convocado pelas duas marcas em seu processo de interpelação; (4) verificar a configuração do entorno de consumo desses produtos propostos pelos comerciais (elementos e/ou situações que envolvem o tipo/hábito de consumo), com vistas a melhor compreender o público visado. As etapas de análise compreendem: (a) a descrição das diferentes publicidades televisuais das marcas Coca-Cola e Pepsi selecionadas para comporem o corpus da pesquisa; (b) a identificação dos temas e valores envolvidos nesses textos; (c) o exame das figuras de manipulação e das estratégias discursivas empregadas nas narrativas; (d) a descrição das configurações discursivas da marca, do público consumidor e do entorno em que se dá esse consumo (procedimentos de figurativização, actorialização, espacialização, temporalização e tonalização). A metodologia adotada inspira-se na semiótica discursiva desenvolvida pelo grupo greimasiano.

Due to the adverse environmental impacts today’s clothing consumption behaviour is causing, it is necessary to accelerate the awareness of sustainable fashion among consumers. Fashion companies are facing difficulties, as sustainable consumption has not yet made an impact on consumers’ fashion purchasing decision. To accelerate the sales of newly produced sustainable fashion, the willingness to purchase has to increase. This study suggests that it through different factors is possible to influence consumers’ rational behaviour. It examines the gap between Swedish fashion consumers’ willingness to purchase sustainable fashion and their actual actions from data collected through focus groups. The difficulty to recognize sustainable fashion, as well as the limitations of product options, appealing aesthetic and design explains the emerged gaps. Consumers are also requiring a modified usage of the concept as sustainability today is used without a consistent meaning. Findings indicate that fashion consumers’ demands sustainable fashion with appealing design, high quality as well as varied product options. It also showed a request for a standardized, simple and easily accessible label, representing the idea of sustainability equally without any room for interpretation. A standardized label symbolized with a consistent meaning could also be apart of the development of making sustainability a sustained trend - making sustainability the ‘new black’. / Dagens klädkonsumtion innebär en negativ miljöpåverkan som kräver nödvändiga åtgärder såsom att öka medvetenheten av hållbart mode bland konsumenter. Eftersom hållbarkonsumtion hittills inte har någon större inverkan på modekonsumenter i deras köpbeslut står modeföretagen inför en utmaning. För att öka försäljningen av nyproducerat hållbart mode måste viljan att handla hållbara plagg öka. Denna studie föreslår att det genom olika faktorer är möjligt att påverka konsumenters rationella beteende. Den undersöker vad som påverkar gapet mellan svenska modekonsumterns vilja att konsumera och deras faktiska ageranden genom två fokusgruppsintervjuer. Svårigheter att identifiera hållbart mode, likväl som begränsningen av utbudet, tilltalande estetik och design förklarar hur gapen uppstått. Konsumenter efterfrågar dessutom en förändrad användning av begreppet hållbarhet eftersom det idag används utan en konsekvent innebörd. Resultatet i studien visar på att modekonsumenter kräver hållbart mode som har en tilltalande design, god kvalité liksom ett större utbud. Den visar också på att de efterfrågar en enkel, lättillgänglig och standardiserad märkning som bör användas av alla modeföretag och som tydligt förklarar innebörden av hållbarhet utan att ge rum för tolkning av begreppet. En standardiserad märkning kan också bli en del av en ihållande trend som gör hållbarhet till det nya svarta.

Thesis develops a simplified design of water management and construction solution in the area of Bezmerov. In the theoretical part basic functional objects are briefly described. Work itself is based on evaluation of landscape morphology from delivered countour lines and geological analysis and following design solution for dry retention water reservoir. For drawing part will be used programs PowerCivil â in which will be created direction solution for body of the dam, flooded area and their cross-sections and horizontal cuts. These will be further processed in program AutoCAD. Retention effects will be reviewed with program HEC-HMS. Design of objects for the water reservoir will be followed with hydrotechnical calculations, drawings and descriptions.

This study aimed to investigate in what ways a group of Swedish teachers and students of English at upper secondary school can provide and maintain motivation for learning English when required to transfer their teaching from the physical classroom to online mode. Two questionnaires were answered by 46 upper secondary school students and eight English teachers. The questionnaires were supplemented with separate interviews in which six students and two teachers participated. The questionnaires were analysed using Braun and Clarke’s thematic analysis model (2006), while the data resulting from the interviews was analysed through a phenomenological approach inspired by Amedeo Giorgi’s four-phase phenomenological method described in Phenomenology and Psychology Research (1985). The result of the study showed that students are motivated to learn English if they have a functioning relationship with their teacher, if they have friends who motivate them, and if lessons vary in format. However, when transferred to online mode, motivation was difficult to sustain. The students’ primary source of motivation, in the form of physical- and social connections was lost. Both students and teachers experienced online education as time-consuming.

Abstract Cluster analysis has become one of the main tools used in extracting knowledge from data, which is known as data mining. In this area of data analysis, data of large dimensions are often processed, both in the number of objects and in the number of variables, which characterize the objects. Many methods for data clustering have been developed. One of the most widely used is a k-means method, which is suitable for clustering data sets containing large number of objects. It is based on finding the best clustering in relation to the initial distribution of objects into clusters and subsequent step-by-step redistribution of objects belonging to the clusters by the optimization function. The aim of this Ph.D. thesis was a comparison of selected variants of existing k-means methods, detailed characterization of their positive and negative characte- ristics, new alternatives of this method and experimental comparisons with existing approaches. These objectives were met. I focused on modifications of the k-means method for clustering of large number of objects in my work, specifically on the algorithms BIRCH k-means, filtering, k-means++ and two-phases. I watched the time complexity of algorithms, the effect of initialization distribution and outliers, the validity of the resulting clusters. Two real data files and some generated data sets were used. The common and different features of method, which are under investigation, are summarized at the end of the work. The main aim and benefit of the work is to devise my modifications, solving the bottlenecks of the basic procedure and of the existing variants, their programming and verification. Some modifications brought accelerate the processing. The application of the main ideas of algorithm k-means++ brought to other variants of k-means method better results of clustering. The most significant of the proposed changes is a modification of the filtering algorithm, which brings an entirely new feature of the algorithm, which is the detection of outliers. The accompanying CD is enclosed. It includes the source code of programs written in MATLAB development environment. Programs were created specifically for the purpose of this work and are intended for experimental use. The CD also contains the data files used for various experiments.

Ziel: war die Untersuchung, ob sich die Aktivität entzündlich rheumatischer Erkrankungen in ausgewählten Parametern des Energiestoffwechsels von PBMC (periphere mononukleäre Zellen des Blutes) reflektiert. Methoden: Es wurden die PBMC von 30 gesunden Probanden und von 28 Patienten (16 inaktiv; 12 aktiv) mit einer Rheumatoiden Arthritis, einem Systemischen Lupus Erythematodes oder einer Vaskulititis präpariert. Aktive Patienten wurden vor und 4-5 Tage nach Beginn einer hochdosierten Glukokortikoidtherapie untersucht. Es wurde der Sauerstoffverbrauch, der Verbrauch an Sauerstoff auf einen definierten mitogenen Stimulus und einzelne Hauptenergieverbrauchende Prozesse mittels der Clark Elektrode bestimmt. Ergebnisse: Für den Sauerstoffverbrauch konnte ein geschlechtsunabhängiger Normalwert von 3.84 +/- 0.1 (alle Werte in nmol O2/min pro 10^7 Zellen) ermittelt werden. Bei inaktiven Patienten war der Sauerstoffverbrauch mit 4.18 +/- 0.28 leicht, bei aktiven Patienten mit 4.82 +/- 0.33 jedoch deutlich und signifikant (p0.05). Desweiteren wurde in stimulierten PBMC von aktiven Patienten eine signifikante Verminderung des Sauerstoffverbrauches für Kationentransportprozesse und Proteinsynthese nachgewiesen. Unter einer 4-5tägigen hochdosierten Glukokortikoidtherapie normalisierten sich die genannten Parameter wieder. Zusammenfassung: In dieser Studie konnte zum ersten Mal gezeigt werden, dass sich Parameter des zellulären Energiestoffwechsels von PBMC zur Einschätzung von Aktivität und Therapieerfolg entzündlich rheumatischer Erkrankungen eignen. / Objective: To investigate whether the activity of rheumatic diseases is reflected by selected parameters of cellular energy metabolism of peripheral blood mononuclear cells (PBMC). Methods: PBMC were prepared from 30 healthy volunteers and from 28 patients (16 inactive; 12 active) with rheumatoid arthritis, systemic lupus erythematosus or vasculitis. Active patients were examined prior to and 4-5 days after starting, restarting or increasing the dose of corticosteroids. Cellular oxygen consumption (as a measure of ATP production), bioenergetic cellular response to a defined stimulus and main ATP-consuming processes were measured using a Clark electrode. Results: A sex-independent normal value for oxygen consumption of 3.84 +/-0.1 (all data in nmol O2/min per 10^7 cells) was found. In inactive patients the respiration rate was slightly increased at 4.18 +/- 0.28, but was significantly increased in active patients to 4.82 +/- 0.33 (p

<p>Att shoppa har blivit en utav våra allra vanligaste ledighetssysslor. Konsumenter rör sig obehindrat mellan butiker och dess olika miljöer, ofta på ett slumpmässigt sätt. Frågan är hur mycket slump det faktiskt är hur miljöerna får konsumeter att må och att röra sig. Vi har valt att observera konsumenter för att se hur miljön påverkar till både aktiva beslut och kognitiva beslut. Miljön ska skapa rätt känslor hos konsumenter för att de ska trivas i miljön samt återvända till den.</p><p>Tjänstemiljö är ett allt mer centralt begrepp för företag, eftersom det ses som en funktion att skapa avsedda känslor genom att avbilda en annan verklighet. Det är även så att tjänstemiljön avspeglar och skapar mening till konceptet samt skapar ett värde hos konsumenten.</p><p>Det praktiska syftet med uppsatsen är undersöka hur konsumenter påverkas av tjänstemiljön i ett köpcentrum. Det teoretiska syftet är att försöka konkretisera vad som sker hos konsumenter vid besöket av ett köpcentrum. Syftet ska leda till underlag för köpcentrumet Mitt i city i Karlstad, om hur tjänstemiljön skapar en upplevelse, mening och funktion till konsumenter genom köpcentrumets koncept.</p><p>Vår teoretiska bakgrund och kunskapsfront för denna uppsats bygger på tidigare forskning kring designattribut inom konsumtionsmiljöer samt påverkan från miljön till konsumenter. Videoobservation har genomförts för våra studier för att på ett bra sätt komplittera redan befintliga studier om konsumentbeteenden, rörelsemönster och koncept. Vi har även rett ut sambandet mellan köpcentrum med dess koncept, värde och meningsskapande för tjänstemiljön.</p><p>För att genomföra vår studie har vi valt en kvalitativ metod och studerat informanters välbehag av miljön samt observerat deras rörelsemönster. Vi observerade och intervjuade våra informanter i tre faser; före, under och efter besöket av köpcentret.</p><p>Studien av Mitt i city har gett indikationer på hur tjänstemiljön skapar värde till konsumenter genom köpcentrumets koncept. Vi har även upptäckt att konsumenter skapar individuella upplevelser och upplevelserum genom att använda tjänstemiljön på olika sätt.</p> / <p>Shopping has become one of our most common leisure services. Consumers are moving unimpededly between shops and their different environments, often in a random manner. The question is how big impact the environment brings to the consumers wellbeing and to their behaviour. We have chosen to observe consumer for that reason, to see how the environment affect to both active decisions and cognitive decisions. The function of the environment is to create the right enjoyable feelings among the consumers, to make them revisit.</p><p>Servicescape is an increasing idea in retailing. It is of big importance that consumers can feel wellness in the environment were the purchasing is about to take place. The environment also creates meaning and value to the concept of a mall.</p><p>The utilitarian purpose with this essay is to investigate how consumers are affected by the servicescape in a shopping mall. The theoretical purpose is attempting to concretize what really happens among the consumers when they visit the mall. The purpose will lead to a foundation for the shopping mall “Mitt i City” in Karlstad, about how the servicescape creates experience, meaning and a function to consumers thru the malls concept.</p><p>Our theoretical background and proficiencies for this essay is built upon earlier research based on design attributes within consumption environments, and the research about the influence that environment brings to the consumers. Video observations have been done for our studies, to provide and complement existing studies about consumer behaviour in servicescape. We have also reasoned about the shopping mall with its concept, value and meaning for the servicescape.</p><p>To put through our studies we have chosen a qualitative method and studied informants well being in the environment. We have also observed their movement. We observed and interviewed our informants in three phases, before- under and after the visit of the mall.</p><p>The study of “Mitt i City” has given indications about how the servicescape creates value to consumer thru the shopping malls concept. We have also discovered that consumer creates individual experiences and experience rooms thru using the servicescape in different ways.</p>

Att shoppa har blivit en utav våra allra vanligaste ledighetssysslor. Konsumenter rör sig obehindrat mellan butiker och dess olika miljöer, ofta på ett slumpmässigt sätt. Frågan är hur mycket slump det faktiskt är hur miljöerna får konsumeter att må och att röra sig. Vi har valt att observera konsumenter för att se hur miljön påverkar till både aktiva beslut och kognitiva beslut. Miljön ska skapa rätt känslor hos konsumenter för att de ska trivas i miljön samt återvända till den. Tjänstemiljö är ett allt mer centralt begrepp för företag, eftersom det ses som en funktion att skapa avsedda känslor genom att avbilda en annan verklighet. Det är även så att tjänstemiljön avspeglar och skapar mening till konceptet samt skapar ett värde hos konsumenten. Det praktiska syftet med uppsatsen är undersöka hur konsumenter påverkas av tjänstemiljön i ett köpcentrum. Det teoretiska syftet är att försöka konkretisera vad som sker hos konsumenter vid besöket av ett köpcentrum. Syftet ska leda till underlag för köpcentrumet Mitt i city i Karlstad, om hur tjänstemiljön skapar en upplevelse, mening och funktion till konsumenter genom köpcentrumets koncept. Vår teoretiska bakgrund och kunskapsfront för denna uppsats bygger på tidigare forskning kring designattribut inom konsumtionsmiljöer samt påverkan från miljön till konsumenter. Videoobservation har genomförts för våra studier för att på ett bra sätt komplittera redan befintliga studier om konsumentbeteenden, rörelsemönster och koncept. Vi har även rett ut sambandet mellan köpcentrum med dess koncept, värde och meningsskapande för tjänstemiljön. För att genomföra vår studie har vi valt en kvalitativ metod och studerat informanters välbehag av miljön samt observerat deras rörelsemönster. Vi observerade och intervjuade våra informanter i tre faser; före, under och efter besöket av köpcentret. Studien av Mitt i city har gett indikationer på hur tjänstemiljön skapar värde till konsumenter genom köpcentrumets koncept. Vi har även upptäckt att konsumenter skapar individuella upplevelser och upplevelserum genom att använda tjänstemiljön på olika sätt. / Shopping has become one of our most common leisure services. Consumers are moving unimpededly between shops and their different environments, often in a random manner. The question is how big impact the environment brings to the consumers wellbeing and to their behaviour. We have chosen to observe consumer for that reason, to see how the environment affect to both active decisions and cognitive decisions. The function of the environment is to create the right enjoyable feelings among the consumers, to make them revisit. Servicescape is an increasing idea in retailing. It is of big importance that consumers can feel wellness in the environment were the purchasing is about to take place. The environment also creates meaning and value to the concept of a mall. The utilitarian purpose with this essay is to investigate how consumers are affected by the servicescape in a shopping mall. The theoretical purpose is attempting to concretize what really happens among the consumers when they visit the mall. The purpose will lead to a foundation for the shopping mall “Mitt i City” in Karlstad, about how the servicescape creates experience, meaning and a function to consumers thru the malls concept. Our theoretical background and proficiencies for this essay is built upon earlier research based on design attributes within consumption environments, and the research about the influence that environment brings to the consumers. Video observations have been done for our studies, to provide and complement existing studies about consumer behaviour in servicescape. We have also reasoned about the shopping mall with its concept, value and meaning for the servicescape. To put through our studies we have chosen a qualitative method and studied informants well being in the environment. We have also observed their movement. We observed and interviewed our informants in three phases, before- under and after the visit of the mall. The study of “Mitt i City” has given indications about how the servicescape creates value to consumer thru the shopping malls concept. We have also discovered that consumer creates individual experiences and experience rooms thru using the servicescape in different ways.