The influence of consumer purchase decision by storeatmosphere, consumer sentiment and marketingpractices -A case study of fast-food stores

• Main Authors: Meng-Yu Tsai, 蔡孟育
• Other Authors: 梁直青
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/y2mu74

碩士 === 國立虎尾科技大學 === 企業管理系經營管理碩士班 === 104 === As time evolves, consumers grow increasingly aware of the importance of store atmosphere when they purchase a product. When store atmosphere exerts an influence on consumers, consumers are prompted to purchase product. A change in consumer emotion influences consumers’ purchase decision. Furthermore, consumers are easily stimulated by the marketing methods a store adopts, influencing their initial purchase decision. This study was conducted to investigate the effects of consumer emotion on consumer purchase decision and examine the mutual relationship between these two factors during the process of emotional stimulation, response generation, and behavioral performance. This study adopted random sampling to conduct a questionnaire survey of fast food store consumers. ; 405 questionnaires were retrieved, of which 365 were valid after incomplete, invalid questionnaires were excluded, yielding a return rate of 90.12%. The research data were analyzed using reliability and validity analyses, factor analysis, regression analysis, and electroencephalography analysis to elucidate the relationships among store atmosphere, consumer emotion, marketing means, and consumer decision. The results of this study showed that store atmosphere significantly influenced consumer emotion, and marketing means and consumer emotion significantly influenced consumer decision. Finally, this study proposed managerial implications and discussions on the basis of the research results and findings, providing implementation directions and marketing strategies with which fast food store owners can reference when developing their business further.