| Summary: | 碩士 === 輔仁大學 === 管理學研究所 === 91 === Form the past relative research of physical store atmosphere on consumer behavior, we could see the direct evidence of retailers’ atmosphere on consumer-purchase decision process. Our research is try to integrate all scholars’ findings which focus on this topic, and then propose our comprehensive model to Taiwan of the influence of multiple store atmosphere on consumer patronage intention. Our research is multi-factorials Design experiment（2×2×2）. Using LISREL（structural equation modeling）to test our proposed model and our assumption.
The results reveal that there are significant influence of environment cues and design cues on all consumer perceptions and purchase intention. But only social cues would have obvious affect on service quality perception. Our research suggest that store atmosphere could be an important tools to segment to consumers’ social hierarchy or life style and reduce consumers’ perceived purchasing risk. Among all store atmosphere cues, social cues play the key role affecting service quality perception, so retailers could elevate their service providing, offer advice, and friendly interaction with consumers to increase consumers’ positive perceptions and purchasing intention. Retailers could also affect consumers’ emotion and purchasing intention through store atmosphere and result in consumers’ impulse purchase.
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