| Summary: | 碩士 === 義守大學 === 企業管理學系 === 102 === Pet travel is getting popular at nowadays. This study aims to discuss the influence of store atmospheric on pet traveler’s perceived risk, travel attitude and travel satisfaction. This study conducts the questionnaire survey and a total of 300 valid responses are obtained. The SPSS software is employed to analyze the data. The results of this study are as follows. Firstly, “Store exterior and Decoration” of Store atmospheric has negatively influences on pet traveler’s perceived risk. Secondly, “Indoor atmosphere” and “Store exterior and Decoration” influence positively on pet traveler’s attitude. Thirdly, pet traveler’s perceived risk has no significant influence on his/her travel attitude. Fourthly, “Indoor atmosphere” and “Store exterior and Decoration” influence positively on pet traveler’s satisfaction. Fifthly, pet traveler’s perceived risk has a negative influence on his/her travel satisfaction. Finally, pet traveler’s attitude has a positive effect on travel satisfaction.
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