With the popularity of the internet, diversification of mass media and innovation of technology, the ways and sources of reading revolutionarily shift from physical books to e-books, with electronic devices such as televisions, computers, smartphones and tablets as platforms. Advanced technology provides easier and faster ways of accessing information, initiating a growth in e-book markets and threatening the traditional bookselling industry. Surprisingly, according to“The Survey on Reading Habit of Taiwanese” conducted in 2010, many Taiwanese booklovers still prefer going to bookstores and enjoy reading physical books, especially going to bookstore chains such as Eslite and Kingstone. Technology promotes our living standards and our pursuits of better quality and beauty. People are now more demanding than they did decades ago. Nowadays, customers do not only purchase the merchandise itself, but also its quality, aesthetic feeling, symbol consumption and space.
By taking the case of Eslite Xinyi Store as an example, this research is to discuss about the influences of store atmosphere on customer emotions, customer satisfaction and behavioral intention, with store atmosphere acts as the antecedent variable, customer emotions and customer satisfaction as intervening variables and behavioral intention as the research outcome variable. This research also constructs and verifies the linear structural relations model regarding store atmosphere, customer emotions, customer satisfaction and behavioral intention. That is, the correlation between these variables.
Verified results show that except for social factor, both ambient and design factors of store atmosphere positively and significantly affect customer emotions, customer satisfaction and behavioral intention. Research implications and suggestions and then proposed regarding the verified results.