A Study of Store Decorating Situational Effects on Purchasing and Post-purchase Evaluation for Bedding Product.

• Main Authors: Pei-Yi Cuang, 莊佩宜
• Other Authors: Ti-Ching Pai
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/51404276306856722718

碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 98 === Abstract: This study investigated the use of context to influence the atmosphere in the five sensory perception, caused by the adjustment of consumer attention decoration situation, and then upgrade after purchase evaluation. Bedding through the atmosphere to create a situation, the affected consumers do buy favorable assessment of the program into account, to buy the products; and understanding affecting consumer satisfaction evaluation and after purchase. Hou Dongsheng, Lin Liangzhen, Lin Che-yin has raised discount stores retail store management and customer purchase intentions, store atmosphere and service management related to the desire of customer perception discussed. This study investigated the atmosphere of bedding situations after the assessment dimensions and purchase the association to explore the atmosphere on situational factors consumers assess the relevance of bedding, bedding assessment of consumers purchase after the evaluation factors and the association. Bedding industry by two experts through interviews and bedding for the mainstream channel-Hola Home Furnishings Taiwan Store and shopping channel Freer survey research, hypothesis: store layout and atmosphere to add context consumer satisfaction after purchase association; sleep atmosphere with situational factors in association with the Consumer Assessment; consumers buy pre-assessment of the relevance of satisfaction after purchase. Questionnaires have been locked store bedding procurement goal of segments, a questionnaire evaluation study using a structured questionnaire and sampling method to facilitate the investigation, were collected 113 valid questionnaires data subjects. Basic information for the subjects and situations with the card using chi-square analysis for cross-analysis; to principal component analysis of each of the three dimensions of the first principal component extraction, by converting percentile scores for the major aspects After the Pearson correlation analysis for the three dimensions of the association for hypothesis testing; while also using variance analysis, the three dimensions and basic personal information and use of bedding situations, for different analysis. The results showed that when consumers the higher the satisfaction of climate scenarios are even higher satisfaction after purchase; consumers buying bedding, high satisfaction evaluation factors, their post-purchase satisfaction will be high; consumers assessment factors to buy bedding satisfaction increase, their situations will improve the atmosphere of satisfaction.