The Effect of Store Atmosphere on Consumer's Flow and Behavioral Intention : The Moderation of Materialism
| Autor: | Yu-Ning Chang, 張祐寧 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 With living standard getting higher, people pay more and more attention to their living quality and living attitude. Combined with the development of materialism, shopping is the best reflection of material life. Nowadays, various luxury decoration and brilliant advertisement catch people's eyes. How to attract the consumer and what kind of store atmosphere can attract consumer are worth of in-depth exploration. Therefore, this study is aimed to explore the effect of store atmosphere on consumer's flow and behavioral intention, and the moderation of materialism as well. The framework comprises four parts: independent variable - store atmosphere, mediator - flow, dependent variable - behavioral intention (relationship quality and purchase intention), and moderator - materialism. Data was collected from children clothes store. Questionnaires are used for the survey of physical stores and e-stores at the same time. The results show: store atmosphere has positive effect on behavioral intention, and store atmosphere would lead to flow experience. Besides, materialism exerts a negative moderation effect on the relation between flow and purchase intention. The results can provide some suggestion for store management. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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