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

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.