The Influences of Store Atmosphere, Consumption Emotion and Experiential Value on Behavioral Intention: Starbucks Coffee Shops in Taichung City

• Main Authors: Yu-Lung Huang, 黃玉蓉
• Other Authors: Chung-Hsien Lin
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/14384007992920291065

碩士 === 逢甲大學 === 景觀與遊憩碩士學位學程 === 100 === Upon entering the age of experience economy, it goes without saying that the experience in modern times is very important. Every enterprise is facing an increasingly competitive marketplace and finding it more difficult to differentiate their product or service. The services cafe itself, however, can offer a unique atmosphere and environment that may influence the consumer’s satisfaction and patronage decision in the future. Thus, the environment elements such as lighting, color, style, music or layout may have more immediate effects on decision marking than other marketing inputs that are not present at service encounter. Therefore this study is for the influences of store atmosphere, consumption emotion and experiential value on behavioral intention. We used survey method through convenience sampling in five Starbucks coffee shop stores in Taichung city. A total of 389 valid returned with descriptive statistics, t-test, one-way ANOVA, and regression analysis employed to examine the data. Quantitative analysis of the results shows that significant deviations were found between socioeconomic background and consumer characteristic from an atmosphere-specific perspective. Statistical significance shed some light on emotional experience in terms of socioeconomic background and consumer characteristic. In regard to store atmosphere, significant differences were detected in light of emotional experience. This thesis will specifically end with an attempt to affirm significantly effects of emotional experience on store atmosphere and avoidance intention validates the results. Implications and limitations based on the main findings were proposed for coffee shops to carefully plan the exhibition, heartily design the space, and thoughtfully manage their business.