| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 97 === Facing the time of experience economy, 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 customers’ mentality and make the purchase at the end. For this reason, some dealers in retailing try to use store music, store scent and store lighting to increase the probability of buying.
This research chooses purposive sampling in Brand A Flagship Shop to conduct the survey. First, the measurement model was validated. The strucytural equations were then tested for significance. Questionnaires from 540 respondents were returned to test the model.LISREL (LInear Structural RELation) was used to test the model with the questionnaire. The results revealed that certain relationships between the structures do appear to respond each other and can affect consuming emotion, also consuming emotion affect satisfaction and buying behavior. After the research, we found Brand A customers prefer to shop when the store atmosphere is with warm lighting, bergamont scent and Jazz music.
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