| 期刊論文| 1. | Pavelchak, M. A.、Antil, J. H.、Munch, J. M.(1988)。The Super Bowl: An Investigation into the Relationship among Program Context, Emotional Experience, and Ad Recall。Journal of Consumer Research，15(3)，360-367。   | | 2. | Jayanti, R.、Jackson, A.(1991)。Service satisfaction: An exploratory investigation of three models。Adavances in Consumer Research，18，603-610。 | | 3. | Stern, B.、Zaichkowsky, J. L.(1991)。The impact of "entertaining" advertising on consumer responses。Australian Marketing Researcher，14(1)，68-80。 | | 4. | Lin, Hsiu-Fen(2007)。Predicting consumer intentions to shop online: An empirical test of competing theories。Electronic Commerce Research and Applications，6(4)，433-442。 | | 5. | Babin, Barry J.、Babin, Laurie(2001)。Seeking something different? A model of schema typicality, consumer affect, purchase intentions and perceived shopping value。Journal of Business Research，54(2)，89-96。 | | 6. | MacKenzie, Scott B.、Podsakoff, Philip M.(2012)。Common method bias in marketing: Causes, mechanisms, and procedural remedies。Journal of Retailing，88(4)，542-555。 | | 7. | Turley, L. W.、Milliman, R. E.(2000)。Atmosphere effects on shopping behavior: A review of the experimental evidence。Journal of Business Research，49(2)，167-181。 | | 8. | Batra, Rajeev、Ray, Michael L.(1986)。Affective Responses Mediating Acceptance of Advertising。Journal of Consumer Research，13(2)，234-249。 | | 9. | Norris, C. E.、Colman, A. M.(1993)。Context Effects on Memory for Television Advertisements。Social Behavior and Personality: an international journal，21(4)，279-296。 | | 10. | Anderson, E. E.(1979)。An Analysis of Retail Display Space: Theory and Methods。Journal of Business，52(1)，103-118。 | | 11. | Aylesworth, A. B.、MacKenzie, S. B.(1988)。Context Is Key: The Effect of Program-induced Mood on thoughts about the Ad。Journal of Advertising，27，17-33。 | | 12. | Brown, U. J. III、Beale, R. L.(2008)。Services Marketing: The Mediating Role of Customer Satisfaction in the Hair Industry。Academy of Marketing Studies Journal，12(1)，57-70。 | | 13. | Bruner, G. C. II、Kumar, A.(2000)。Web Commercials and Advertising Hierarchy of Effects。Journal of Advertising Research，40(1)，35-44。 | | 14. | Eayrs, Michelle A.(1993)。Time, Trust and Hazard: Hairdressers' Symbolic Roles。Symbolic Interaction，16(1)，19-37。 | | 15. | Goff, B. G.、Bellenger, D. N.、Stojack, C.(1994)。Cues to Consumer Susceptibility to Salesperson Influence: Implications for Adaptive Retail Selling。Journal of Personal Selling and Sales Management，14(2)，25-39。 | | 16. | Hillhouse, J.、Turrisi, R.、Kastner, M.(2000)。Modeling Tanning Salon Behavioral Tendencies Using Appearance Motivation, Self-monitoring and the Theory of Planned。Behavior, Health Education Research，15(4)，405-414。 | | 17. | Punj, G. N.、Stewart, D. W.(1983)。An Interaction Framework of Consumer Decision Making。Journal of Consumer Research，10，154-165。 | | 18. | Spake, D. F.、Beatty, S. E.、Brockham, B. K.、Tammay, N. C.(2003)。Consumer Comfort in Service Relationships: Measurement and Importance。Journal of Service Research，5(4)，317-332。 | | 19. | Spreng, R.、Mackenize, S.、Olshavsky, R.(1996)。A Reexamination of the Antecedents of Consumer Satisfaction。Journal of Marketing，60，12-22。 | | 20. | Tombs, A.、McColl-Kennedy, J. R.(2003)。Social-service Scape Conceptual Model。Marketing Theory，3(4)，447-475。 | | 21. | Connor, S. J.、Shewchuk, R. M.(1995)。Doing More with Less, and Doing It Nicer: The Role of Service orientation in health care organization。Academy of Management Journal，120-124。 | | 22. | DeVon, H. A.、Block, M. E.、Moyle‐Wright, P.、Ernst, D. M.、Hayden, S. J.、Lazzara, D. J.、Kostas‐Polston, E.、Savoy, S. M.(2007)。A psychometric toolbox for testing validity and reliability。Journal of Nursing scholarship，39(2)，155-164。 | | 23. | Lynn, M. R.(1986)。Determination and quantification of content validity。Nursing Research，35(6)，382-385。 | | 24. | Oliver, R. L.、Swan, J. E.(1989)。Consumer perceptions of interpersonal equity and satisfaction in transactions: A field survey approach。Journal of Marketing，53(2)，21-35。 | | 25. | Czepiel, John A.(1990)。Service Encounters and Service Relationships: Implications for Research。Journal of Business Research，20(1)，13-21。 | | 26. | Kaiser, Henry F.(1974)。An index of factorial simplicity。Psychometrika，39(1)，31-36。 | | 27. | Gardner, Meryl Paula(1985)。Mood States and Consumer Behavior: A Critical Review。Journal of Consumer Research，12(3)，281-300。 | | 28. | Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, Ananthanarayanan Parsu(1996)。The behavioral consequences of service quality。Journal of Marketing，60(2)，31-46。 | | 29. | Lavidge, Robert J.、Steiner, Gary A.(1961)。A Model for Predictive Measurements of Advertising Effectiveness。Journal of Marketing，25(6)，59-62。 | | 30. | Oliver, Richard L.(1980)。A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions。Journal of Marketing Research，17(4)，460-469。 | | 31. | Hartline, Michael D.、Jones, Keith C.(1996)。Employee Performance Cues in A Hotel Service Environment: Influence on Perceived Service Quality, Value, and Word-of-Mouth Intentions。Journal of Business Research，35(3)，207-215。 | | 32. | Lutz, Richard J.、MacKenzie, Scott B.、Belch, George E.(1986)。The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations。Journal of Marketing Research，23(2)，130-143。 | | 33. | Mitchell, Andrew A.、Olson, Jerry C.(1981)。Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?。Journal of Marketing Research，18(3)，318-332。 | 圖書| 1. | Waltz, Carolyn F.、Strickland, Ora L.、Lenz, Elizabeth R.(1991)。Measurement in nursing research。Philadelphia：F. A. Davis Company。 | | 2. | Kotler, P.(1974)。Marketing Management。New Jersey：Prentice Hall。 | | 3. | Nicosia, F. M.(1968)。Consumer Decision Processes: Marketing and Advertising Implication。Prentice-Hall Inc.。 | | 4. | Engel, J. F.、Kollat, D. T.、Blackwell, R. D.(1993)。Consumer Behavior。Dryden Press。 | | 5. | Field, A.(2005)。Discovering statistics using SPSS。London：SAGE Publications。 | | 6. | Howard, John A.、Sheth, Jagdish N.(1969)。The Theory of Buyer Behavior。John Wiley & Sons, Inc.。 | | 7. | DeVellis, Robert F.(1991)。Scale Development: Theory and Applications。Sage。 | |