| Summary: | 碩士 === 大葉大學 === 觀光餐旅碩士在職學位學程 === 107 === The number of the pub in Taiwan has currently increased, with various features and ambient to draw out different consumers. The research was targeted at the relation between the pub’s store ambient and loyalty regarding consumer’s lifestyle. This research was conducted with a questionnaire investigation. The investigation time was from April 1 to May 30, 2019, with a total of 260 valid questionnaires were collected. The conclusions are as following:
1. The Store Ambient has shown a positively significant impact on the Lifestyle.
2. The Lifestyle has shown no significant impact on the Loyalty.
3. The Store Ambient has shown a positively significant impact on the Loyalty.
4. The Store Ambient has shown no mediating effect on the Lifestyle and Loyalty.
5. Different ages, vocations and the monthly frequencies of pub-visiting in consumers have shown significant differences in Lifestyle.
6. Different marital status, vocations and the monthly frequencies of pub-visiting in consumers have shown significant differences in the Store Ambient and Loyalty.
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