經濟不景氣時，許多零售商利用低價策略促銷商品，來刺激購買慾望，提升業績；然而越來越多批發量販店的興起，商店競爭激烈，價格將不在是消費者選擇商店的唯一因素。本研究採用S-O-R 情境行為模型，來檢測量販店中的環境與服務氣氛是否會影響 消費者激勵與快樂的情緒，並深入探討這些情緒對消費行為反應的關係。本研究以美國學生為樣本，量販店以Wal-Mart 與Target 兩家為代表，研究結果發現商店氣氛中的環境與服務對消費者激勵與快樂的情緒皆有顯著的正向關係；除此之外，商店氣氛中的環境與服務對消費者的商店喜好也有顯著相關。但是在使用三步驟的回歸過程分析後，發現消費者情緒中的激勵因子雖然會受到商店服務的影響，但並不會中介調節消費者的行為反應，只有快樂因子有仲介調節商店環境服務與消費者對商店的喜好程度的作用。研究結果可提供給台灣量販店參考，當做在發展不同的核心競爭策略時的依據，例如：改善商店內的消費環境氣氛，如此一來將增加消費者逛街時的快樂程度，進而提升其商店喜好程度，並影響其滿意度與在次來此商店購物的行為。

During the economic recession, discount stores are experiencing significant growth. This study used the Stimulus-Organism-Response model as the framework to examine the relationships among stores’ atmosphere generate by store environment and service, consumers’ emotional states in pleasure and arousal, and consumer’s behavior responses toward discount stores. Research found the correlations are high among study variables. However, after three-step regression analysis for assessing the mediating role of consumers’ emotional state in pleasure and arousal, only pleasure has the mediating effect. Consumers’ emotional state in arousal was significant to the store service but not for the consumers’ time spent in the store and consumers’ store likely. Therefore, consumer’s emotional state in arousal did not have the mediating affect. This study provided empirical evidence of consumer’s emotional state of pleasure mediate between discount stores atmospheres in environment and service and consumers’ behavior responses of consumers’ store likely. Nowadays, discount stores should develop their core competency strategy not just in price strength, but also upscale their store atmospheres in environment and service. Eventually, these would increase consumers’ pleasure and influence their store likely.