| Summary: | 碩士 === 國立嘉義大學 === 行銷與流通管理研究所 === 93 === As the style of consumption varies, message renews rapidly; consumers gradually appreciate the experience of consumption process. However, most recent marketing conceptions only explain how the environment changes but not touch the core problem. People have no special feelings about prevalent messages. To attract more consumers, one should create an experience for each individual consumer. In retail industry, store is the environment that forms the experience of consumption. Mehrabian and Russell (1974) investigated the response of consumer emotions and behaviors. Gardner (1985) also indicated that the store environment influences either emotions or memory of mental process.
Facing economic depression and violent competition, the department store industry has been losing its profit margin. It is very important to find out a new way to combat the price destruction. Nowadays, there are some domestic studies about the experiential marketing. However, in the trend of internationalization and globalization, it can be a new vision for department store industry if the comparisons of consumers’ experience differentia are made worldwide. Furthermore, involvement of consumers is a hot issue of consumer behaviors in recent years. For these reasons, the objective of this study is to investigate the influence of the store environment on consumers’ emotions, imagery, and behavioral intentions. This study also compares the experience differentia between consumers in Taiwan and in Japan. Finally, this study examines whether store environment has an impact on consumers’ emotion with purchase involvement.
The conclusions drawn from real diagnosis are below. First, consumers in Taiwan and Japan have a positive effect on store environment and on consumer emotions. Second, consumers in Taiwan have a significantly positive influence on consumers’ emotions and on all of intentions; but, the consumers in Japan do not. Third, consumers in Taiwan have a significantly positive influence on consumers’ pleasure emotion and on vividness imagery, but the consumers in Japan have a significantly positive influence on consumers’ arousal emotion and quantity imagery. Fourth, consumers in Taiwan have a significantly positive influence on consumers’ vividness imagery and all intentions, but the consumers in Japan have a significantly positive influence on consumers’ imagery and on intentions with patronage and public praise. Finally, involving with purchase conditions, consumers in Taiwan are consistently influenced by the store environment such as the varieties in counters. The consumers in Japan are influenced by the store environment such as the aesthetic element and the varieties in counters.
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