| Summary: | 碩士 === 國立雲林科技大學 === 休閒運動研究所 === 105 === In recent years, shopping malls combined with the humanities and arts field in the world is very popular,which has become an important tourist attraction.Year round, international and local visitors paid a total of 180 million visits to theEslite stores, which hold over 5000 cultural events all year.Eslite stores become a must-see on the itinerary of international travelers to Taiwan. Therefore,the purpose of the research was explored the relationships among Store Atmosphere,Consumer Experience and Behavior Intentions. This study focuses on the consumers ofEsliteXiyi Bookstore. In a convenience sampling survey based on consumers’ background, 400 questionnaires were issued, and 394 valid questionnaires were returned with an effective rate of 98.5% for the questionnaire. The descriptive statustics socio-demographic was analyzed by SPSS 22.0 and AMOS 17.0, that including descriptive statistics, t-text, exploratory factor analysis, reliability and validity analysis, one-way ANOVA analysis, Scheffe’s method and linear SEM. The findings of this study were as follows: (1) The main consumers were male,between 21 to 45 years old , studrnts, and with collegedegree. (2) Regarding the demographic variable of consumers ,andthree variables which is including store atmosphere, consumer experience and behavior intentions, were partially significant. (3)Store Atmosphere and Consumer Experience had positive effect. (4) Consumer Experience and Behavior Intentions had positive effect. This research recommended the researchers could follow-up: (1) Add othersEslite stores to discuss.(2)Combine the qualitative to the research. (3)Consult other country’s manage mode.
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