臺灣博碩士論文加值系統

在這個科技日新月異之年代，傳統的紙本閱讀模式似乎已逐漸被電子書本所取代。但根據「2010年圖書出版業產業調查報告」指出，49.8%的受訪民眾依然從實體書店購書，只有31.2%的民眾選擇購買電子書本，顯示了實體書店的重要性。現時民眾的生活水準正在不斷提昇，所追求的不只是商品本身的功能性與美感，對商店的氣氛、設計、員工態度等亦有所要求。面對這龐大的商機，各家書店也開始著重於營造良好的商店氣氛以吸引更多顧客。
本研究以台北市的誠品信義店為例，以商店氣氛為前因變數，消費者情緒與顧客滿意度為中介變數，行為意向為結果變數，探討誠品信義店內的商店氣氛是否會影響消費者情緒、顧客滿意度與行為意向、且建立並驗證「商店氣氛、消費者情緒、顧客滿意度、行為意向」之關聯模式。
經使用結構方程式分析並驗證後，結果指出商店氣氛中所包含的設計因素與週圍因素皆會對消費者情緒、顧客滿意度與行為意向有正面和顯著的影響；然而，社會因素則對中介變數與結果變數沒有顯著的影響。最後，則針對結構方程式分析之結果提出研究限制與建議。

With the popularity of the internet, diversification of mass media and innovation of technology, the ways and sources of reading revolutionarily shift from physical books to e-books, with electronic devices such as televisions, computers, smartphones and tablets as platforms. Advanced technology provides easier and faster ways of accessing information, initiating a growth in e-book markets and threatening the traditional bookselling industry. Surprisingly, according to“The Survey on Reading Habit of Taiwanese” conducted in 2010, many Taiwanese booklovers still prefer going to bookstores and enjoy reading physical books, especially going to bookstore chains such as Eslite and Kingstone. Technology promotes our living standards and our pursuits of better quality and beauty. People are now more demanding than they did decades ago. Nowadays, customers do not only purchase the merchandise itself, but also its quality, aesthetic feeling, symbol consumption and space.

By taking the case of Eslite Xinyi Store as an example, this research is to discuss about the influences of store atmosphere on customer emotions, customer satisfaction and behavioral intention, with store atmosphere acts as the antecedent variable, customer emotions and customer satisfaction as intervening variables and behavioral intention as the research outcome variable. This research also constructs and verifies the linear structural relations model regarding store atmosphere, customer emotions, customer satisfaction and behavioral intention. That is, the correlation between these variables.

Verified results show that except for social factor, both ambient and design factors of store atmosphere positively and significantly affect customer emotions, customer satisfaction and behavioral intention. Research implications and suggestions and then proposed regarding the verified results.

TABLE OF CONTENTS
CHAPTER ONE: INTRODUCTION 1
1.1 Research Background 1
1.2 Research Motivation 4
1.3 Research Objectives 6
1.4 Research Scope and Subjects 7
1.4.1 Research Scope 7
1.4.2 Research Subjects 7
1.5 Research Procedures 8
CHAPTER TWO: LITERATURE REVIEW 9
2.1 Store Atmosphere 9
2.1.1 Definition of Store Atmosphere 10
2.1.2 Dimensions of Store Atmosphere 13
2.2 Customer Emotions 20
2.2.1 Definition of Emotions 20
2.2.2 Differentiation on Emotions, Feeling, Mood and Affect 22
2.2.3 Dimensions of Emotions 24
2.3 Customer Satisfaction 29
2.3.1 Definition of Customer Satisfaction 29
2.3.2 Measurement of Customer Satisfaction 31
2.4 Behavioral Intention 35
2.4.1 Definition of Behavioral Intention 35
2.4.2 Measurement of Behavioral Intention 37
2.5 Eslite Bookstore 41
2.5.1 Introduction to Eslite Bookstore 41
2.5.2 Chronology of Eslite Bookstore 42
2.5.3 Eslite Xinyi Bookstore 42
CHAPTER THREE: RESEARCH DESIGN 45
3.1 Conceptual Framework 45
3.2 Research Hypothesis 46
3.3 Research Variables and Operational Definitions 49
3.3.1 Store Atmosphere 50
3.3.2 Customer Emotions 53
3.3.3 Customer Satisfaction 55
3.3.4 Behavioral Intention 55
3.4 Research Design 57
3.4.1 Questionnaire Design 57
3.4.2 Questionnaire Distribution and Collection 58
3.5 Analysis and Methodology 59
3.5.1 Descriptive Statistics Analysis 59
3.5.2 Reliability Testing 59
3.5.3 Structural Equation Modeling (SEM) Analysis 60
CHAPTER FOUR: DATA ANALYSIS 68
4.1 Descriptive Statistics Analysis 68
4.2 Reliability Testing 79
4.3 Structural Equation Analysis 80
4.3.1 Overall Model Fit 80
4.3.2 Preliminary Fit Criteria 81
4.3.3 Hypothesis Tests and Organized Results 83
4.3.4 Path Analysis 85

CHAPTER FIVE: RESEARCH CONCLUSIONS AND FINDINGS 88
5.1 Research Conclusions 88
5.2 Research Findings and Implications 90
5.3 Limitations and Future Research 92
BIBLIOGRAPHY 93
Bibliography of Chinese Literature Sources 93
Bibliography of English Literature Sources 95
APPENDICES 107
Appendix 1 107
Appendix 2 112




LIST OF TABLES
Table 1-1 Book-purchase Behavior in Taiwan, 2010 2
Table 2-1 Definitions of Store Atmosphere 13
Table 2-2 Kotler: Dimensions of Store Atmosphere 14
Table 2-3 Turley & Milliman: Dimensions of Store Atmosphere 14
Table 2-4 Ward, Bitner & Barnes: Dimensions of Store Atmosphere 15
Table 2-5 Bitner: Dimensions of Store Atmosphere 15
Table 2-6 Baker: Dimensions of Store Atmosphere 17
Table 2-7 Sherman, Mathur & Smith: Dimensions of Store Atmosphere 19
Table 2-8 Organized Table of Store Atmosphere 19
Table 2-9 Definitions of Emotions 21
Table 2-10 Conceptual Distinctions on Emotion and Mood 23
Table 2-11 Semantic Differential Scale of P-A-D 24
Table 2-12 Classifications and Dimensions on Emotions 27
Table 2-13 Definitions of Customer Satisfaction 30
Table 3-1 Operational Definition and Measurement Questions of Ambient Factor of Store Atmosphere 51
Table 3-2 Operational Definition and Measurement Questions of Design Factor of Store Atmosphere 52
Table 3-3 Operational Definition and Measurement Questions of Social Factor of Store Atmosphere 53
Table 3-4 Operational Definition and Measurement Questions of Customer Emotion 54
Table 3-5 Operational Definition and Measurement Questions of Customer Satisfaction 55
Table 3-6 Operational Definition and Measurement Questions of Repurchase Intention of Behavioral Intention 56
Table 3-7 Operational Definition and Measurement Questions of Recommending Intention of Behavioral Intention 56
Table 3-8 Questionnaire Distribution and Collection 59
Table 3-9 Overall Model Fit Indices and Acceptable Threshold Levels 61
Table 3-10 Descriptions of Parameters in Structural Equation Model 65
Table 4-1 Store Atmosphere: Mean and Standard Deviation 70
Table 4-2 Customer Emotions: Mean Value and Standard Deviation 71
Table 4-3 Customer Satisfaction: Mean Value and Standard Deviation 72
Table 4-4 Behavioral Intentions: Mean Value and Standard Deviation 73
Table 4-5 Demographic Data: Gender 73
Table 4-6 Demographic Data: Age 74
Table 4-7 Demographic Data: Department 75
Table 4-8: Demographic Data: Current Year of Graduate Study 76
Table 4-9 Demographic Data: Current Living Location 77
Table 4-10 Demographic Data: Monthly Disposable Income 78
Table 4-11 Reliability Testing 79
Table 4-12 Acceptable Thresholds and Results of Overall Model Fit Indices 80
Table 4-13 Results of Preliminary Fit Criteria 82
Table 4-14 Hypothesis Tests and Organized Results 83
Table 4-15 Path Analysis 87

LIST OF FIGURES
Figure 1-1 Research Process Flow Chart 8
Figure 2-1 The Casual Chain Connecting Atmosphere and Purchase Probability 11
Figure 2-2 Russell & Pratt’s Affect Circumplex 25
Figure 2-3 Relationship between Attitude and Behavioral Intention 36
Figure 3-1 Research Conceptual Framework 46
Figure 3-2 The Mehrabian & Russell Model 47
Figure 3-3 Linear Structure Diagram 64
Figure 4-1 Structural Path Diagram 85

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