An Exploratory Research of Store Environment and Shopping Atmosphere Creation: The Case of Sunrise Department Store

• Main Authors: Lee, Chung Ming, 李傳明
• Other Authors: Lin, Jun-Sheng
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/50813197145685721391

碩士 === 國立臺灣科技大學 === 管理研究所 === 90 === Due to the fact that consumers possess both rational and emotional consumption behavior, the scope of the products and services available in the retail market has become more abundant and diverse. This research aims to explore how a department store makes consumers fully sense the unique atmosphere of display areas and the services provided through the design and planning of store environment as well as the enhancement of its products and services. This is mainly achieved through the combination of joyful moods and life aesthetics to increase consumer’s motivation of purchase by emphasizing the store display according to consumption trends. Through an extensive review of literature related to the subjects, this research explores the creation and tendencies of store environment in metropolitan department stores, and adopts Sunrise Department Store, a successful metropolitan department store offering premium products, to conduct in-depth interviews with its management team of different levels, and pursue conclusions. The main essence of this qualitative research include: 1.The impacts of product quality, service quality, and store environment/ atmosphere on store image. 2.The construction of store environment and the creation of atmosphere within the display areas based on customer’s sensory perception 3.Limitations and difficulties in creating store atmospheres. This exploratory research adopts qualitative research methodology. Related literature was reviewed, in-depth interviews conducted, information and data analyzed, and then conclusions drawn. The results of this research are as follows: A department store’s product quality, service quality, and store environment/atmosphere do affect the store image. Store atmosphere creation based on the five senses can attract consumer’s attention and trust, and in return increase the amount of consumption. By providing consumers the newest fashion trends and proposals for life aesthetics, Sunrise Department Store has built up its leading role with fashionable images, and linked its products to sophisticated life styles while emphasizing customers’ joy of shopping and leisure through high service quality to maximize the value of its products and store displays. Such marketing strategies have been proven successful and deserve further research leading to a quantitative study.