以消費體驗觀點探討商店氣氛、消費者情緒與意象之關係－以北區購物中心爲例

A Study of the Relationships among Store Atmosphere, Consumers' Emotion and Imagery from the Viewpoint of Consumption Experience: North Taiwan Shopping Malls

10.29429/JSLHR.200803_3(1).01

董維(Wei Tung)；蔡佩珊(Pei-Shan Tsai)

消費體驗 ； 商店氣氛 ； 情緒 ； 意象 ； 行爲意圖 ； consumption experience ； store atmosphere ； emotion ； imagery ； behavior intention

運動休閒餐旅研究

3卷1期（2008 / 03 / 01）

1 - 23

繁體中文

本研究目的乃從「環境心理學」模式結合「消費體驗」的觀點，希冀瞭解「商店氣氛」對於「消費者情緒」、「意象」與「行爲意圖」的關係。依據相關文獻及過去研究發現提出一個驗證式的模型及相關假設。模型主要有四個變數：包括商店氣氛、消費者情緒、消費者意象與行爲意圖。本研究以國內購物中心爲研究對象，主要範圍爲北部地區爲主，分別抽樣台北101、京華城、微風與台茂四家購物中心的現場消費者，在研究方法上採問卷調查方式進行，以便利抽樣方式取得432份有效問卷。回收資料使用SPSS與LISREL針對模式進行分析與假設檢定。研究結果顯示：(1)商店氣氛與消費者情緒有正向關係；(2)消費者情緒與消費者意象有正向關係；(3)消費者情緒及意象與行爲意圖有正向關係。本研究結果建議購物中心業者應設計適當的商店氣氛以引起正面的消費者情緒、意象，進而產生正向行爲意圖。最後，本研究並提出研究限制與未來的研究方向。

This research served as a pilot study to examine the impacts of store atmosphere on consumers' emotion, imagery, behavior intention and their relationships from the viewpoint of consumption experience. Based on a literature review of environmental psychology, experience marketing, and consumption experience, this research proposed a hypothetical model and its related hypotheses. The model contained four major constructs: store atmosphere, consumer emotion, consumer imagery, and behavior intention. A questionnaire was distributed to customers in the shopping mall. Four shopping malls were selected as study targets in the north area of Taiwan: Taipei 101, Core Pacific City, Breeze Plaza, and TaiMall. By using convenience sampling, this research obtained 432 effective samples. SPSS and LISREL were used to test the model and hypotheses. The findings were: (1) store atmosphere and consumer emotion were positively related; (2) consumer emotion had a positive relationship with imaginary; and (3) consumer emotion, and imagery have positive relationships with behavior intention. The proposed model was significantly supported. Lastly, future research directions and suggestions to practitioners were presented.

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