| Summary: | 碩士 === 中興大學 === 企業管理學系所 === 99 === This research is to find out how environmental factors stimulus in sports bar affect positively the formation of four experiential realms, emotion of customers , and what response customers could show. This research is based on environmental psychology Stimulus-Organism-Response(S-O-R)framework and revised Jeong, Fiore, Niehm and Lorenz (2008) research in the online store created by the S(stimulate)-E(Experience)-E(Emotion)-R(Response) model.
With the rise of the global sports industry, sports-related industries and activities are also booming in the world. In Taiwan, the Taiwanese people pay more and more close attention to broadcast of sports events, because Taiwan local athletes got extraordinary place in the international stage, and coupled with government, media publicity, and sports enthusiasts’s recommendation, which also made sports bar there is emerged in trend. In particular, the experiential economy in recent years has become the mainstream. The main goal of this research is to find out and assist marketers to attract consumers, and help consumer to create a memorable customer experience. Although the situation of physical environment, intangible atmosphere and the interaction of people watching sporting events in sports bar is similar to the general physical dimensions of store environmental stimulus. But sports bars more emphasis on spot to experience a sense of the environment, it is very suitable for this research to experiential issues discussion. This research on the environmental factors stimulus is classified into ambient factors, designed factors and social factors stimulus variables; variables of four experiential realms are classified into entertainment, educational, escapist and esthetic four variables; emotional variables separate into pleasure and arousal; the store''s reaction variables used to measure the intention to patronage.
Overall, this research hopes to examine and understand the linkage among the environmental stimulus, experience and patronage intentions association in sports bar. We can make three objects of this research:
1.The environmental stimulus in sports bar will affect the customer experience on a different feel significantly.
2. The different experience types formed through the sports bar will affect on customer emotions significantly.
3. The emotions caused by different experience will affect the patronage intention of sports bar significantly.
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