臺灣博碩士論文加值系統

現今是一個資訊化的社會，無論是商店環境和員工服務，或是促銷活動，以及心情的影響，都會改變消費者的購買意願，在商店預算有限時，選擇哪一種方式來吸引消費者也值得來探討。最後，民眾在不同通路上消費會有不同的考量，值得研究考量因素來探究消費者的購買意願。本研究主要在探討商店氣氛、促銷活動、顧客心情以及購買意願的關係，以百貨公司的化妝品專櫃為例，透過紙本問卷抽樣調查276名女性消費者，研究結果顯示:(1)商店氣氛會正向影響顧客心情；(2)促銷活動會正向影響顧客心情；(3)顧客心情會正向影響購買意願；(4)顧客心情在商店氣氛和購買意願之間有部份中介效果；(5)顧客心情在促銷活動和購買意願之間有部份中介效果。

Now is an informatization society, no matter store environment, employee service, sales promotion or mood affection will change consumers’ purchase intention. Due to limited store budget, choosing which way to attract consumers is also worth discussing. Finally, people will have distinct considerations to go shopping in distinct channels. It is worthy to study the importance of considerations to explore customers’ purchase intention. This study mainly discusses the relationship among store atmosphere, sales promotion, customer mood, and purchase intention. Taking cosmetics counters at department stores as an example; 276 female consumers were collected through questionnaire survey. The study displays: (1) Store atmosphere has a positive impact on customer mood, (2) Sales promotion has a positive impact on customer mood, (3) Customer mood has a positive impact on purchase intention, (4) Customer mood is a partial mediator between store atmosphere and purchase intention, (5)Customer mood is a partial mediator between sales promotion and purchase intention.

CONTENTS
ACKNOWLEDGEMENTS I
ABSTRACT II
CONTENTS IV
LIST OF FIGURE VI
LIST OF TABLES VII
CHAPTER 1 INTRODUCTION 1
1.1 Background and Motivation 1
1.2 Research Objectives 2
CHAPTER 2 LITERATURE REVIEW 4
2.1 Store Atmosphere 4
2.2 Sales Promotion 6
2.3 Customer Mood 10
2.4 Purchase Intention 11
CHAPTER 3 METHODOLOGY 15
3.1 Research Framework and Hypotheses 15
3.2 Operational Definitions 19
3.3 Questionnaire Design 23
3.4 The Sample of Subjects 23
3.5 Pre-test Reliability and Validity Test 23
3.6 Statistical Methods for Data Analysis 24
CHAPTER 4 DATA AND EMPIRICAL RESULTS 25
4.1 Data Description 25
4.2 Results of Reliability and Validity Analysis 27
4.3 Results of One-way ANOVA and Independent-sample T-test Analysis 28
4.4 Results of Regression Analysis 29
CHAPTER 5 CONCLUSION AND LIMITATION 35
REFERENCES 38
APPENDIX 43

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