The Influence of Mixed Emotions on the Relationship Between Store Environment and Customer Value

• Main Authors: Chin-Liang Wang, 王志良
• Other Authors: Pei Chao
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/28458155077517416529

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 91 === With the development of customer value, the importance of affect has been gradually proved by many marketing studies. Regarding the issue of affect, consumption emotions have been particularly discussing these few years. Many researches have confirmed that shoppers’ emotions influence individual behavior. In most cases, shoppers make decisions merely based on their emotions during the shopping hours. No matter how rational consumers are, they are more or less influenced by emotions aroused through the interaction between an individual and store environment. Unfortunately, so far domestic academe has not attached much importance to consumption emotions. This study, therefore, aims at contributing some advices to emotion marketing. After reviewing some researches about shopping emotions, it is obvious that previous studies mainly focus on pure emotions and do not clearly explain the statistical correlation between positive and negative emotions, which is contradictory to argument of emotion bipolarity. However, latest psychological journals indicate that positive and negative emotions can possibly co-exist. For this reason, this study is planned to demonstrate the concept of mixed emotions so as to explain consumer behavior more completely. This study proves that emotional states do bring moderator effect to the relationship between store environment and customer value. According to statistical results in this study, the group with absolute positive emotions tends to perceive more hedonic value from store environment than the one with almost all positive emotions. By comparison, latter group gets more utilitarian value. On the other hand, it is noticeable in both groups that customer value is significantly affected by the functional element of design factor. Nevertheless, moderator effect is not displayed in the relationship between functional element and customer value when emotional states are also taken into account. This research may provide corporate managers with some useful information relevant to emotion marketing. Besides, hopefully the study can further encourage more scholars to devote themselves to the field of emotion marketing.