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研究生:陳彥禎
研究生(外文):Chen,Yan-Chen
論文名稱:商店形象、消費者情緒及商店態度關聯性之研究—以台北市百貨公司為例
論文名稱(外文):Effect of Store Image and Emotion on Store Attitude :A Case Study of Department Store in Taipei
指導教授:周文賢周文賢引用關係林婷鈴林婷鈴引用關係
指導教授(外文):Wayne S.ChowTing L. Lin
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:84
中文關鍵詞:商店形象消費者情緒態度
外文關鍵詞:store imageconsumer’s emotionstore attitudes
相關次數:
  • 被引用被引用:5
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  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:5
百貨公司的競爭愈來愈激烈,業者欲從商品、價格、促銷和通路取得優勢愈加困難。故商店本身即可成為市場差異化的機會,現今消費者對購物的需求,已不再單純考量商品是否具有價值,更重視能在購物行程中獲得良好的經驗。而透過商店形象的營造,可為商店創造有力的消費情境,使消費者在購物過程中有良好的情緒反應,並對此百貨公司產生正面的評價。
本研究欲檢視商店形象如何去影響消費者在購物過程中的情緒反應,而這些情緒又如何去影響消費者對這家商店的態度並以台北市的百貨公司來做探討。
本研究參考過去的文獻,發展出一套架構,來說明商店形象包括功能屬性與心理屬性的刺激如何去影響消費者的正面情緒及負面情緒,進而影響其對這家百貨公司的態度。研究目的為1. 驗證商店形象的完整構面與消費者情緒之間的關聯性2. 證明消費者情緒與商店態度的關係3. 建立商店形象對消費者情緒與商店態度關係的關聯模式。
研究結果顯示,功能屬性會影響消費者購物中的正面情緒;而心理屬性既會影響消費者購物中的正面情緒也會影響負面情緒;而正面情緒及負面情緒對商店態度影響是顯著的;最後根據實證研究結果提出了研究上的發現與管理意涵,並提供後續研究者未來研究方向之相關建議。
Within an intensively competitive market, it is difficult for department stores to take advantages from products,prices, promotions, and retailing networks. Therefore, a store has full of opportunities to differentiate itself from others in the market.
Nowadays, consumers seek not only the value of merchandises but also the experiences while purchasing.Through managing the store image, a store can create an effective consuming condition to stimulate consumers’ positive emotion and let the consumers have good attitude to the department store.
We adopt the appropriate variances from past research, and build the model of department store image, including functional qualities and psychological attributes which influence consumers’ positive emotion and negative emotion, and how these emotions, in turn, influence consumers’ store attitudes .
Thus, there are three purposes in this study, first, testing the relationship between full dimensions of store image and consumer’s emotion a; second, analyzing do emotion have positive effect store attitudes..Third , build a model of store image , consumer’s emotion and store attitude.
The results reveal product a functional qualities has postive effect on consumer’s postive emotion;. and psychological attributes has positive effects on both consumer’s positive emotion and negative emotion. Consumer’s emotion also has positive effects on store attitude. Besides the findings of our empirical study, conclusions and future research suggestions are also provided
第一章 緒論 1
1.1研究背景 1
1.2研究動機 2
1.3研究目的 3
1.4研究範圍 4
1.5章節結構 4
1.6研究流程 5
第二章 文獻回顧 7
2.1商店形象 7
2.2消費者情緒 10
2.3商店態度 16
第三章 研究方法 20
3.1研究架構 20
3.2變數的定義與衡量 21
3.3研究假說 24
3.4資料蒐集與抽樣方法 25
3.5統計方法 27
第四章 實證分析 37
4.1資料蒐集 37
4.2樣本分析 37
4.3前測分析 41
4.4敘述性統計 53
4.5信度與效度分析 57
4.6模式評估 58
4.7假說檢定 64
4.8小結 65
第五章 結論與建議 67
5.1研究發現 67
5.2策略意涵 68
5.3研究貢獻 68
5.4研究限制 69
5.5後續研究建議 70
參考文獻 71
附錄 78
中文部份
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(6)徐達光(2003),消費者心理學,第4版,台北:東華。
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