本研究依據Baker et al. (2002)以及Gardner (1985)等學者之研究提出本研究之觀念架構,探討購物環境之硬體設備以及軟體服務是否會影響消費者購物時的心情,而消費者購物時的心情是否會造成購買意願之差異。此外,本研究亦針對不同天氣型態下逛街之消費者,以及不同生活型態的消費者分別進行探討。利用線性結構方程模式(SEM)進行分析後,發現:
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.