A Study of Effect the Store Message and Emotion on Consumers’ Behavior---Using Clothing Retail Stores as an Example

• Main Authors: Lan Wen-Chi, 藍文琦
• Other Authors: I-Fan Kao
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/67847448926541154124

碩士 === 輔仁大學 === 織品服裝學系 === 90 === Due to space and facilities for leisure are limited, shopping becomes one of important activities for people in daily life. However, the research of Ashley (1997) finding the re-buying rate is going down. There are two reasons which one is the same or similar type of stores are too many , the other is consumers just want to get the feeling from shopping. So, retailer shouldn’t neglect the relative issues between consumers’ feeling and stores. This study is based on Elaboration Likelihood Model which is used to researching attitude changed and advertisement effect. And scholars never adopted Elaboration Likelihood Model on clothing stores, we involve ‘emotion’ and ‘shopping value’ elements in this study which’s first time to do. According to literatures, we set up the structure and hypothesis. Furthermore, the research employs 2x2 experiment design and discusses the consumption behaviors about casual wear in clothing store. Then we use T-test, Multiple Regression and Path Analysis as analysis tools. The results of statistic analysis are as follows, 1. The higher degree of central messages, the higher product quality brief. The higher degree of peripheral messages, the higher store attitude. 2. The relation between emotion and store attitude are opposed. There might be intermediary variable effect. 3. The higher degree of nice emotion, the higher purchasing intention. 4. The higher degree of store attitude, the higher product attitude. The higher degree of store attitude, the higher purchasing intention. The higher degree of product attitude, the higher purchasing intention.