| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 103 === Over a period of time, a store in aesthetics that produces a certain response in one individual or group of people may produce an absolutely different response in another or group. Both “store atmosphere” and “store environment in aesthetics” have been extensively discussed from extensive academic research. However, prompting customers engender cognitive response of positive difference (i.e. a “desire experience”) towards stores is relatively neglected. Therefore, this study proposes a model to examine how combinations of specific service mix elements from the perspective of aesthetics create servicescape differentiation and influence consumers’ inferences about product, store space and interpersonal interaction, and thereby discuss the extent to which these inferences mediate the influence of the service marketing mix elements on positive consumers’ store cognition. Moreover, this study tests further idea service marketing mix for specific industries based on every segment is made up of individuals with diverse tastes.
In this study, the author selects three chain stores’ consumers that concern aesthetic experience respectively standing for three industries as subjects. A sample of 908 valid questionnaires was used to test the proposed model. The research reveals three key findings to these issues.
(1) Marketing service mix in aesthetics (i.e. product, store space and interpersonal interaction constructs) has a positive impact on self-concept, and thereby shapes the cognitive response of positive difference towards stores.
(2) From overall perspective, product in aesthetics is more important than interpersonal interaction and store space
(3) Considering store space in aesthetics is more important than product and interpersonal interaction from industries do the individual analysis
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