| Summary: | 碩士 === 淡江大學 === 國際企業學系碩士班 === 100 === With diversity in mass media and advances in technology, we can get information and read books everywhere once connecting computer, smart phone and tablet PC to internet. As traditional reading behavior become less, our reading turn into instantly and fragmental. From Book Publishing Industry Repot 2010, nationals get book information from physical bookstore(56.9％) and buy books in chain bookstores(69.8％), and that reveals the importance and necessary of existence of physical bookstore. However, with times go by and boosting residents’ living standards, we enter an era of pursuing quality, aesthetic and consuming space rather than just buying “product”.
The study scope of this thesis are Kingstone Bookstore, Eslite, Cavesbooks, HESS Bookstore, Steppingstone, Nobel Bookstore and FNAC , and we discuss the influence of chain bookstores’ atmosphere, service quality and brand image on purchase intention. Meanwhile, we want to find out mediator effect of brand image.
Through hypothesis examining, the results show that when the bookstores are designed by purpose and providing comfortable environment, the atmosphere will positively influences purchase intention. And providing high level service and surpassing in consumers’ expectation, service quality will positively influences purchase intention. Besides, precise style transmission and deeply rooted brand image also positively influence purchase intention. It concludes that the atmosphere, service quality and brand image of chain bookstores influence consumer purchase intention, and brand image plays a mediator role between atmosphere, service quality and purchase intention.
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