本研究結論： 1. 商店氣氛能使顧客在沒有意識到的狀況下產生正面情緒，而正面情緒能促使消費者較容易對周圍的事物、商品產生興趣。 2. 精品店內服務人員的服裝儀容對顧客的情緒及商店氣氛的觀感會造成影響。 3. 顧客會受到外在因素的影響，將情緒及感受反映在消費行為上。 4. 愉悅、興奮的情緒能提高顧客的購買意圖、增加瀏覽的時間或消費金額。 Since year 2000, there has been a rise in the industry of luxury goods. Even with the financial tsunami from the global financial crisis, the industry remained profitable and has outperformed the other industries. Over the last few years, the domestic market has seen a great increase in the numbers of luxury department store. It has attracted numerous global luxury brands to set up branches and retail stores in the domestic market. It is without a doubt that the domestic buying power in the luxury-goods industry is strong. For the luxury goods retailer, how to create a customer satisfied store atmosphere and at the same time providing a fine purchasing environment is the key to differentiate itself from its peers and to increase its brand competitiveness. Therefore, the research of this thesis targets on the store atmospheric factors of visionary and audio using lighting, background music and apparel of the store attendant as the variable and investigate how luxury retailers should create the store environment to attract more customers with the increase of spending in both time and buying product in the store.
The research is based on domestic luxury department store or business district, investigating with the use of survey paper focusing on female consumers that has shopped at luxury retail store. Sampling method was based on convenience sampling, adopting descriptive statistics analysis, group mean analysis and chi-square analysis. The results were verified with the software package SPSS12.0 Chinese edition.
Research conclusion: 1.Store environment allows the customer under the condition unconsciously create positive emotions. Where positive emotion prompts the consumer interested with surrounding objects and products. 2.The apparel of the store attendee can affect customer emotion and their impression on the store environment. 3.External factors can affect the customer’s emotion and feeling and is reflected on consuming behavior. 4.Enjoyable and exiting emotions can increase the customer’s consuming willingness and increase browsing time and spending amount.
