A Study of Influence of Store Atmosphere on Consumer Emotion and Perceived Value－A Case of Taichung City S Restaurant

• Main Authors: Pei-yin Tsai, 蔡佩穎
• Other Authors: Tzong-shyuan Chen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/67419148322132953681

碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 101 === With the living and consumption patterns change, consumers no longer simply be met by the product itself, consumers by both rational and emotional impact, Making increasingly important in shaping “consumer scenarios”, therefore, in order to pursue greater profit margins and higher consumer satisfaction, industry began to attach importance to consumers perceptual feel, satisfy consumers become critical factor. This study aimed to explore the store atmosphere and consumer sentiment on what the impact of perceived value, And based on the research results as a management reference. This study used questionnaires, 327 valid questionnaires were collected, and using multiple regression analysis to examine the relationship between variables affecting. The results showed, this restaurant''s consumer groups to 20-49 years old, college education, occupation of Business Services and monthly income of 20,001-40,000 yuan of married females. In the store atmosphere on consumer emotional, To "Facilities aesthetics" and " Employee factors" the greatest impact, followed by " Spatial layout " , In the store atmosphere and consumer emotion of perceived value, store atmosphere "Facilities aesthetic", " Spatial layout " and " Employee factors " and consumer emotion in the "interest" the greatest impact, Therefore, this study assumptions are established. This study suggests that additional meals industry for consumers to choose and to strengthen meals quality control,and In the shop offers landscape planting to enhance privacy, The various types of consumers feel comfortable, in addition, to strengthen decorating decorations and atmosphere to create and optimize restaurant window landscape strengths to enhance the consumer''s perceived value.