碩士 / 國立臺北大學 / 企業管理學系 / 95 / Pine Ⅱ and Gilmore (1998) indicated that the process of the economic evolution changed along with the consuming type has already entered the era of experiential economy. The unique feeling of experience is the main purpose for consumer to seek, rather than tangible commodities and services. The first step to create experience relies on shaping and planning the whole areas of service environment. In retailing, the atmosphere factors of a retail store contribute to direct effects on consumer’s experience.
This study is based on the model of M-R environmental psychology and S-O-R situational behavior. The appropriate variances were adopted from past researches to build the model of store atmosphere, consumer emotions, experiential value and behavioral intentions from the viewpoint of consumption experience. We inferred that consumption experience is a process composed of “accepting stimuli-inner responses-behavioral results”. When consumers walk into a store environment, they intentionally or unintentionally accept the experiential media provided by marketers. The experiential media are the stimuli of store atmosphere that produce the responses of emotion and cognition on consumer’s mind, and then show in behavioral result. Thus, there are three purposes in this study:
(1)To examine the relationship between store atmosphere and the responses on consumer emotions.
(2)To find out whether experiential value can be created by store atmosphere.
(3)To establish the relation model of store atmosphere, consumer emotions, experiential value, and behavioral intentions.
The results reveal store atmosphere has positive effects on both consumer emotions and experiential value. Consumer emotions also have positive effects on experiential value, and experiential value has positive effects on behavioral intentions. Besides the findings of our empirical study, tangible strategy and future research suggestions are also provided.
| Identifer | oai:union.ndltd.org:TW/095NTPU0121114 |
| Date | January 2007 |
| Creators | Pan, Yung-Yu, 潘永裕 |
| Contributors | Chou, Wen Hsien, Liang, Shih-An, 周文賢, 梁世安 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 94 |
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