A Study of the Influence of Store Environment Toward Emotional State, Experiential Value and Behavior Intention - A Case of Chain Drugstore

• Main Authors: Youn-Ru Hsieh, 謝詠如
• Other Authors: 蔡子安
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/a36g7t

碩士 === 國立臺中科技大學 === 流通管理系碩士班 === 104 === The constant rise in the standard of living has caused changes in lifestyles and consumption behavior. Retailers should therefore run their businesses in ways that that satisfy consumer needs for customization and diversity and create a store environment conducive to consumption. In this study, the Stimuli-Organism-Response (SOR) model proposed by Mehrabian and Russell (1974) was integrated with Holbrook’s (1996) experience-based definition of customer value to investigate how consumer exposure to store environments affected their behavioral intention through their emotional states and experience values. Under the principle of anonymity, a questionnaire was administered in print and online to consumers in Taoyuan who had shopped at Watsons and COSMED (both of which are major healthcare and cosmetics chains in Taiwan) within the past month. A total of 351 valid responses were obtained through convenience sampling. SPSS 21 and AMOS 21 were employed to analyze the SOR model and verify the hypotheses proposed by this study. The findings were as follows. Store environment positively affected emotional state and experience value. Emotional state had nonsignificant effects on behavioral intention, and experience value positively affected emotional state and behavioral intention. In addition, the level of influence of the store environment differed between the two retailers. Conclusions and managerial implications drawn from the empirical findings are provided, accompanied by a discussion of the limitations of this study and proposals for future research.