| Summary: | 碩士 === 輔仁大學 === 織品服裝學系 === 91 === In recent years, the construction of store environment becomes an important part of the clothing retail industry. Because of the severe competition, apparel retailers use multiple environment elements to stimulate consumers’ cognition and sense experience in order to maintain the continuous patronage behavior of consumers’. Although the physical evidence is taking the place of the role of traditional marketing (Zeithaml and Bitner, 1996), the research on how store environment cues influence consumers’ store image perception and patronage behavior is scarce.
The research use the perspective of Baker’s physical environment as exogenous constructs, to test the influences to consumers’ store image perception and behavior, and use store type as interfere constructs to realize the differences between the specialty stores and department stores.
After analyzing the model by LISREL, we found that the visual elements, such as design and social factors could influence the service quality perceptions, merchandise quality perceptions and monetary price perceptions. Although the relationship between ambient factors and store image perception are not significant, the modified model shows that the ambient factors could influence the consumers’ behavior. Also, the interfere effects of store type shows that the higher visual factors was perceived, the consumers in specialty store will have higher monetary price than in department store. For specialty store, the higher monetary price perception results avoidance responses. But in department store, the higher monetary price result approach responses. Therefore, retailers should be aimed at main consumers making different scheme for different store type to attract the consumers’ patronage behavior.
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