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題名：商店氣氛、價值與再惠顧意願關係之研究--以A動漫主題咖啡廳為例
書刊名：觀光與休閒管理期刊
作者：姜文媚／劉曉蕙 引用關係／楊尚子／謝秉澄／鄭凱仁／林永弘
作者(外文)：Chiang, Wen-mei／Liu, Hsiao-hui／Yang, Shang-zi／Xie, Bing-cheng／Zheng, Kai-ren／Lin, Yong-hong
出版日期：2017
卷期：5:2
頁次：頁33-45
主題關鍵詞：商店氣氛；知覺價值；再惠顧意願；Store environment cues；Value；Patronage intention
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:7
  • 點閱點閱:25
近年來商店氣氛的營造對行銷策略起著至關重要的作用，特別是主題式的休閒產業。然而，臺灣目前對於主題式特色的餐旅產業並沒有進行系統性的相關研究來探討商店氣氛對知覺價值和再惠顧意願的影響。本研究應用Baker等學者提出的商店氣氛架構來探討臺北市動漫主題咖啡廳之知覺價值與再惠顧意願關係之研究。藉由便利抽樣方式取得到訪者問卷350份，其中有填答完整的計有333份問卷。研究成果發現商店氣氛對知覺價值與重遊意願有正向影響關係。商店氣氛中的社會因素、設計因素與周圍因素對知覺價值具有正向的影響，商店氣氛對再惠顧意願則透過知覺價值部分中介而產生影響。加強動漫主題咖啡廳之商店氣氛有助於消費者價值與再惠顧意願。
Recently, atmospherics plays a crucial role to marketing strategy especially for themed leisure industry. Yet the themed hospitality industry in Taiwan does not engage in systematic research to examine the store atmospherics that may influence the perceived value and re-patronage decision. As an application of store environment cues proposed by Baker, Parasuraman, Grewal and Voss(1992), this paper examined three types of store environment cues to influence the consumers' assessments of the themed café and re-patronage intention. A self-administered questionnaire survey was conducted on 350 respondents who have been visited the anime themed Cafe in Taipei City, and 333 questionnaires have finished. The research results indicated that store environment cues have a positive relationship with respondents' perceived value and re-patronage intention. Social, design and ambient cues had significant positive impact on respondents' perceived value of the anime themed Cafe. The relationship between store environment and re-patronage intention is partially mediated by perceived value. Therefore, this study has shown that social, design and ambient cues of the anime themed Cafe in Taipei city were important factors to determine the perceived value and revisiting intention of consumers.
期刊論文
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2.Schechter, Len(1984)。A Normative Conception of Value。Progressive Grocer Executive Report，2，12-14。  new window
3.Baker, Julie、Grewal, Dhruv、Levy, Michael(1992)。An Experimental Approach to Making Retail Store Environmental Decisions。Journal of Retailing，68(4)，445-460。  new window
4.Green, N.(1997)。Environmental Re-Engineering。Brandweek，38(45)，27-32。  new window
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7.Grewal, Dhruv、Baker, Julie(1994)。Do Retail Store Environmental Factors Affect Consumers' Price Acceptability? An Empirical Examination。International Journal of Research in Marketing，11(2)，107-115。  new window
8.王韻(20080600)。物質主義者對於商店氣氛的需求與消費者情緒影響購買行為之研究。華岡紡織期刊，15(2)，112-124。  延伸查詢new window
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12.林建宏、吳孟采、黃俊淵、蔡宜靜、黃俊欽(20150100)。商店氣氛、消費者情緒、體驗價值對顧客滿意度之影響：以提卡異國料理餐廳為例。興國學報，16，107-126。new window  延伸查詢new window
13.Craig, C. Samuel、Ghosh, Avijit、McLafferty, Sara(1984)。Models of the retail location process: A review。Journal of Retailing，60(1)，5-36。  new window
14.Meer, Jeff(1985)。The Light Touch。Psychology Today，1985(Sep.)，60-67。  new window
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17.Babin, Barry J.、Attaway, Jill S.(2000)。Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer。Journal of Business Research，49(2)，91-99。  new window
18.Cronin, J. Joseph Jr.、Brady, Michael K.、Hult, G. Tomas M.(2000)。Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments。Journal of Retailing，76(2)，193-218。  new window
19.Ravald, Annika、Grönroos, Christian(1996)。The value concept and relationship marketing。European Journal of Marketing，30(2)，19-30。  new window
20.Zeithaml, Valarie A.、Parasuraman, A.、Berry, Leonard L.(1985)。Problems and strategies in services marketing。The Journal of Marketing，49(2)，33-46。  new window
21.Parasuraman, Ananthanarayanan(1997)。Reflections on gaining competitive advantage through customer value。Journal of the Academy of Marketing Science，25(2)，154-161。  new window
22.Donovan, Robert J.、Rossiter, John R.(1982)。Store atmosphere: An environmental psychology approach。Journal of Retailing，58(1)，34-57。  new window
23.Parasuraman, Ananthanarayanan Parsu、Grewal, Dhruv(2000)。The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda。Journal of the Academy of Marketing Science，28(1)，168-174。  new window
24.Bitner, Mary Jo(1992)。Servicescapes: The Impact of Physical Surroundings on Customers and Employees。Journal of Marketing，56(2)，57-71。  new window
25.Kotler, Philip(1973)。Atmospherics as a marketing tool。Journal of Retailing，49(4)，48-64。  new window
26.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
27.Baron, Reuben M.、Kenny, David A.(1986)。The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations。Journal of Personality and Social Psychology，51(6)，1173-1182。  new window
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會議論文
1.廖珮彣、林陽助(2015)。體驗行銷、體驗價值與顧客忠誠度關係之研究--以薰衣草森林為例。第18屆科際整合管理研討會，(會議日期: 2015/06/07)，79-93。  延伸查詢new window
2.劉曉蕙、鍾函修、李宜芳、陳佳君(2017)。節慶活動之意象、體驗價值與重遊意願關係之研究--以新北市歡樂耶誕城為例。2017跨校聯合學術研討會。  延伸查詢new window
圖書
1.Nagle, Thomas T.(1987)。The Strategy and Tactics of Pricing。New Jersey：Prentice Hall。  new window
2.Monroe, K. B.(1991)。Pricing-making Profitable Decisions。New York：McGraw-Hill。  new window
3.Pine, B. Joseph II、Gilmore, James H.(1999)。The experience economy: Work is theater & every business a stage。Boston, MA：Harvard Business Press。  new window
4.Mehrabian, Albert、Russell, James A.(1974)。An Approach to Environmental Psychology。MIT Press。  new window
5.Engel, J. F.、Blackwell, R. D.、Miniard, P. W.(1995)。Consumer behavior。The Dryden。  new window
6.Fishbein, Martin、Ajzen, Icek(1975)。Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research。Addison-Wesley Publishing Company。  new window
圖書論文
1.Baker, Julie(1987)。The Role of the Environment in Marketing Services: The Consumer Perspective。The Services Challenge: Integrating for Competitive Advantage。Chicago, IL：American Marketing Association。  new window
2.Bitner, M. J.(1986)。Consumer Responses to the Physical Environment in Service Settings。Creativity in Services Marketing。Chicago：American Marketing Association。  new window
3.Darden, William R.、Erdem, Orhan、Darden, Donna K.(1983)。A Comparison and Test of Three Causal Models of Patronage Intentions。Patronage Behavior and Retail Management。New York：North-Holland。  new window
 
 
 
 
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