| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 93 === Nowadays, the coffee-shop chain industry has developed into an intensively competitive market, and it is difficult for these chain stores to take advantages from products, prices, promotions, and place. Through managing the in-store atmosphere, a store can create a characteristic consuming condition, keep nice relationships with customers, and encourage consumer loyalty.
Among the research studies examining influences of the store condition on emotion and on purchase behaviors, most of the studies emphasized on the individual factor of store atmosphere such as music and lighting. Less of the studies examined the overall atmosphere. The purpose of this study is to investigate the influence of the overall store atmosphere on consumer emotion and on consumer loyalty. In order to explore the influence of customer category, this study takes consumer purpose into account.
This study is based on the models of M-R environmental psychology model and S-O-R situational behavior model. We adopt the appropriate variances from past researches, and build the model of store atmosphere effecting customer emotion and loyalty in coffee shop. There are two purposes in this study, first, exploring the influence of store atmosphere on customer emotion and customer loyalty; second, analyzing the consuming characters of customers in coffee shop.
The major results are found with remarkable differentia that ambient environment, factor aesthetics, and employee image can affect customer emotion; also environment cleanness and customer emotion affect customer loyalty. But seat comfortable has less visible affection on customer emotion. When customer category is different, the time customers stayed, consuming frequency, consuming day and the amount of people going together has remarkable differentia.
|
|---|
