三、 不同生活型態的消費者在購物環境的感知、購物時的心情以及購買意願上亦有所不同。 Due to the increase of income and the change of consumers’ lifestyle, more and more people visit shopping malls and department stores, and many competitors has been attracted to enter the retailing market of department stores and shopping malls because of the huge profits. Since the intense competition between the stores, how to use an effective marketing strategies to impress consumers become much more important. To increase the purchasing intention of consumers seems to be the key for all the owners of shopping malls and department stores.
On the base of the study of Baker (2002), Gardner (1985) and the others, this study is trying to figure out whether the facilities and service in purchasing environment will affect consumers’ shopping mood and their purchasing intention. This study applies SEM to analyze the valid data, and the major findings are shows below:
1. Purchasing environment did affect consumers’ mood when they are shopping, and the mood will have the important effect on their purchasing intension.
2. Consumers who shop under different weather conditions or have different lifestyles will have different perceptions toward purchasing environment, and the effect of purchasing environment on their shopping mood and purchase intention will also be different.