臺灣博碩士論文加值系統

商店氣氛影響消費者對銷售人員
及其說服力知覺之研究
以家電產品為例
指導教授: 楊浩二
研 究 生: 楊明璋
大同大學事業經營研究所
八十九學年度第二學期碩士論文摘要
零售方面的研究顯示，商店氣氛會影響消費者對商店印象以及對商品和服務的期望。本研究檢驗一潛在重要的部分：商店氣氛影響零售業銷售人員對消費者產生說服能力的程度。研究結果顯示，商店的氣氛與設計會正向影響銷售人員對消費者的說服能力與對銷售人員的正面知覺。此外，本研究亦提出了，在高級氣氛的商店，減少銷售人員的數量並不能明顯改變消費者的購買意願。相反的，在折扣氣氛的商店，增加銷售人員的數量會明顯大幅增強消費者的購買意願。

THE IMPACT OF RETAIL AMBIENCE ON CUSTOMERS’ PERCEPTIONS FOR SALESPEOPLE AND CUSTOMER PERSUASION: HOME APPLIANCES
AS AN EXAMPLE
Advisor: Prof. Hao-Erl Yang
Student: Ming-Chang Yang
GRADUATE SCHOOL OF MANAGEMENT,
TATUNG UNIVERSITY
MASTER’S THESIS
June 2001
ABSTRACT
Research in retailing suggests that store atmosphere influence the store image and expectations of service and merchandise. This study examines a potentially important area: the influence of store atmospherics on the level of persuasion induced by retail salespeople. The results suggest that store ambience and design positively affect customers persuasion as well as customers’ positive perceptions of salespeople. In addition, the research suggests that in “prestige ambience” stores, a reduction in the number of retail salespeople does not significantly affect customers’ buying intentions. In contrast, in “discount ambience” stores, an increase in the number of retail salespeople dramatically enhances customers’ buying intentions.

CONTENTS
page
ABSTRACT . Ⅰ
CONTENTS . Ⅱ
LIST OF TABLES……………………………………………………………Ⅳ LIST OF FIGURES…………………………………………………………..Ⅴ
CHAPTER
1. INTRODUCTION……………..……………………………………….…..1
Research Motives…………………………………………………….…..1
Research Question………………………………………………..……....1
Research Objectives……………………………………………...………2
Organization of The Thesis………………………………….……..….2
Research Procedure…………………………………………….………...3
2. LITERATURE REVIEW……………...………………………….………...4
Conceptualizing the Shopping Environment………………….……....4
Categories of Atmospheric Stimuli…........………..............6
The Context of Persuasion……………………………………………....7
Compound Cues in the Store Environment……………………………...7
Store Environment and Customers'' Perceptions of Salespeople……9
Store Environment and the Level of Persuasion
Induced by Salespeople………………………….………….….…10
Influence of Prior Expectation of Salespeople''s Behavior………11
Research Behavior……………………………………………….…….13
A Review of the Pertinent Literature…………………………….13
3 . RESEARCH METHODOLOGY…………………………..….…….…...20
Research Design…………………………………………….……....….20
Experinmental Procedure………………………………………....…...21
Sample…………………………………………………………….…....21
Independent Variable……………………………………….……..…...23
Dependent Variables……………………………………………….…..23
Manipulation Checks for the Independent Variables……………..24
4. DATA ANALYSIS AND INTERPRETATION…………………….…….25
Hypothesis One:Credibility….………………………………………...25
Hypothesis Two: Persuasion…………………………………………...28
Hypothesis Three: Expectation Disconfirmation………….……….30
5. CONLUSION AND SUGGESTIONS…………………………………...32
Results………………..…………………………………………….…..32
Conclusions……...………………………………………………………32
Managerial Implications..……………………………………………33
Future Research and Limitations……………………………………34
APPENDIX A…………………………………………………………………36
APPENDIX B………………………..…………………………………………37
BIBLIOGRAPHY……………………..………………………………………..46

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