澎湖水族館的展館氣氛與其遊客滿意度之影響：體驗價值、消費者情緒之中介效果

The Effects of Store's Atmosphere on Penghu Aquarium Tourists' Satisfaction: The Mediating Effects of Experiential Value and Consumer Emotion

10.29916/JMPP.201012.0004

陳甦彰(Su-Chang Chen)；歐佩芬(Pe-Fen Ou)

澎湖水族館 ； 展館氣氛 ； 體驗價值 ； 消費者情緒 ； 顧客滿意度 ； Penghu Aquarium ； Store Atmosphere ； Experiential Value ； Consumer Emotion ； Customer Satisfaction

管理實務與理論研究

4卷4期（2010 / 12 / 01）

50 - 64

繁體中文

本研究旨在探討澎湖水族館的遊客對於館內的氣氛、體驗價值、消費者情緒與顧客滿意度之關係。爲達研究目的，本研究採用問卷調查法，於澎湖水族館出口處發出400份問卷，回收有效問卷331份，有效回收率爲82.8%。研究結果發現澎湖水族館的展館氣氛對顧客滿意度不具影響；展館氣氛對體驗價值具正向影響；展館氣氛對消費者情緒具正向影響；展館氣氛會透過體驗價值中介作用而正向影響顧客滿意度；展館氣氛會藉由消費者情緒中介作用而正向影響顧客滿意度。

This paper studies the relationship among store atmosphere, experiential value, consumer emotions and customer satisfaction displayed by tourists in Penghu aquarium. Through the 400 samples were picked out to fill out the questionnaire, 331valid copied were collected. The valid rate is 82.8%. After SEM analysis, we got the following generalization: First of all, the store atmosphere has few effects on customer satisfaction. Secondly, store atmosphere has positive influence on experiential value. Third, store atmosphere has positive influence on consumer emotion. Forth, experiential value has positive influence on customer satisfaction. Fifth, consumer emotion has positive influence on customer satisfaction. Sixth, the experiential value is a mediated factor between store atmosphere and customer satisfaction. The last, the consumer emotion is a mediated factor between store atmosphere and customer satisfaction.

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