Beauty and Sadness: An Empirical Study of 7-ELEVEN Consumers

• Main Authors: Tai-Li Chu, 朱泰立
• Other Authors: Wen-Hai Chih
• Format: Others
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/ncf98w

碩士 === 國立東華大學 === 企業管理學系 === 102 === People rely on convenience store to deal with routine matters more and more. This study uses Stimulus-Organism-Response framework theory to explain comsumers’ behaviors. In this study, social shopping, adventure shopping and past time are the stimulant for personal factors. Attitude and sensory appeal are the stimulant for environmental factors. PAD emotion state is the organism, and arousal is separated into two dimension: energetic arousal and tense arousal. Finally, customer citizenship behavior(recommendations, providing feedback and helping customers), complaint and negative word of mouth are the response. The finding of the study are outlined as follow: (1) Social shopping, adventure shopping, past time and sensory appeal have significant and positive effects on comsumer’s control, respectively. (2) Comsumer’s control has significant and positive effects on energetic arousal, tense arousal and pleasure, repectively. (3) Energetic arousal has significant and positive effect on pleasure. (4) Pleasure has significant and positive effect on customer citizenship behavior(recommendations, providing feedback and helping customers). (5) Tense arousal has significant and positive effects on complaint and negative word of mouth, respectively.