The relationship among consumer’s mood, emotion, store atmosphere and impulsive buying behavior from an intergated marketing communcation perspective.

• Main Authors: Hsin-Hua, Lo, 羅心華
• Other Authors: Yumiin, Cheng
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/ppqj84

碩士 === 國立交通大學 === 傳播研究所 === 94 === Facing the time of experience economy, recently more and more industries and companies emphasize on satisfied consumers’ mental and emotional needs. As a result, Industries of retailing are conscious of store atmospherics. All physical surrounding in a store is store atmosphere and befitting store atmospherics will bring some particular react on mentality, Sometimes, it’ll be impulse buying. For this reason, some dealers in retailing try to use store design, product display and so on to increase the probability of impulse buying. This research chooses purposive sampling and Shin Kong Mitsukoshi Department stores and Idee Department stores to conduct the survey. Tree hundreds tree questionnaires returned from these four department stores. The results indicated that the male is more than female in the percentage of impulse buying and impulse buying behavior only correlates with sex distinction. There is no significance in impulse buying about age, educational background, marriage, and occupation. Part of store atmosphere, the most important factor is the insider and outsider shopfitting, because it can solicit the highest emotion for consumer. The second important factor is the decoration of no functional use, and it also can solicit consumers’ emotion. At last, the lamplight and illumination can’t solicit consumers’ positive emotion.