The Effect of Store Atmosphere in New Style Food Store on Consumer Perceived Value, Store Image and Purchase Intention

• Main Authors: Pei-Yu Li, 李珮瑜
• Other Authors: 楊上禾
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/login?o=dnclcdr&s=id=%22107NCHU5855007%22.&searchmode=basic

碩士 === 國立中興大學 === 生物產業管理研究所 === 107 === Recent years, many old shops have changed their store decoration in order to attract consumers to buy local vegetables and fruits. Therefore, many old style of food stores have reformed from darkness and dirty environment to clean and comfortable environment. It may enhance more consumers coming to visit and increase their opportunity to buy the products in that store. The study adopted the theory of Stimulus-Organism-Response (S-O-R) Framework to investigate the relationship among store atmosphere, perceived value, store image and purchase intention in the new style food stores. For those who have visited the new style food stores and who are the major food shoppers in a household are valid respondents and included in this study. A total of 501 respondents are valid. This study found that consumers are most frequently shopping at supermarkets. A clean environment is one of the most important features that consumers think of new style of food stores. The factor of knowing product origins is the most important attribute to motivate consumers in shopping at the new style of food stores. Through the analysis of Structural Equation Model, the results show that the store atmosphere of new style food store is significantly positive influencing perceived value and store image. The perceived value and the store image of new style food store have a significantly positive impact on purchase intention. However, the store atmosphere of new style food store affects the perceived value and store image, and indirectly has a significantly positive impact on the purchase intention of the new style food store. Therefore, it is important finding that when store managers adopt the cozy store atmosphere with a new style decoration to attract consumers to purchase products, it is more important that whether consumers do feel they perceived value and store image that link to the store atmosphere or not. If there is no linkage, then it would not help the purchase intention of consumers.