感官刺激、擁擠知覺、消費者情緒與行為意圖之關係：中介效果與調節效果

Relationships among Sensory Stimulation, Crowding Perception, Consumer Emotion, and Behavior Intention: Mediating and Moderating Effects

10.6213/JLRIM.201809_11(2).0002

陳細鈿(Hsi-Tien Chen)

感官刺激 ； 空間擁擠 ； 社會擁擠 ； 消費者情緒 ； 行為意圖 ； sensory stimulation ； spatial crowding ； social crowding ； consumer emotion ； behavior intention

休閒產業管理學刊

11卷2期（2018 / 09 / 01）

21 - 44

繁體中文

過往研究已證實感官刺激和消費者情緒或擁擠知覺與消費者情緒之間的關係，但缺乏同時探討感官刺激、擁擠知覺、消費者情緒及行為意圖關係之研究。本文的目的係以逢甲與一中夜市消費者為對象，探討擁擠知覺在整體四種感官刺激（視覺、聽覺、觸覺與嗅覺）與消費者情緒之間的中介角色，進而影響消費者行為意圖，並分析味覺刺激在四感刺激與擁擠知覺之間的調節效果。結果顯示，整體四感刺激對消費者情緒的影響乃透過空間擁擠的負面完全中介及社會擁擠的正面部分中介，最後形成整體四感刺激對消費者情緒的負面影響效果；亦證明味覺刺激是四感刺激影響空間擁擠與社會擁擠知覺的重要調節變數。最後，本文根據研究結果提出相關結論與改善建議。

The previous studies already confirmed the relationship between the sensory stimulation and the consumer's emotion, or crowding perception and the consumer's emotion. However, it lacks the studies simultaneously exploring the relationship among the sensory stimulation, crowding perception, consumer's emotion and behavior intention. This paper aims to take the consumers of Feng-Chia and Yizhong Street night markets in Taichung as the subjects and explore whether the crowding perception plays a mediating role between the overall four-sensory stimulation (sight, sound, smell, and touch) and the consumer's emotion, and further affect the consumer's behavior intention. The results showed overall four-sensory stimulation affect the consumer's emotion through negatively full mediating effect of the spatial crowding and positively partial mediating effect of the social crowding. In addition, overall four-sensory stimulation negatively affects the consumer's emotion was verified. It also was proved that taste stimulation is a key moderator between overall four-sensory stimulation and spatial crowding (or social crowding). Finally, the study proposes the related conclusions and suggestions to improve the crowding issues in the night market.

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