以整合行銷傳播觀點看購物心情、情緒、商店氣氛與衝動性購買行為之關係－以北市四家百貨公司為例

Abstract

由於近年來「情緒消費時代」的來臨，各產業都以滿足消費者心靈與「情感」的需求作為首要任務。發生在零售業則是「商店氣氛」的注重，而商店氣氛就是賣場中的所有物理環境，適當的氣氛營造則能使消費者產生特定心情反應，進一步引發衝動性購買的可能，所以零售業者已試著利用商店設計、產品陳設等手法來增加衝動性購買的可能。 本研究採用立意抽樣，最後選擇新光三越信義A8、A9與衣蝶本館與S館之消費者進行問卷訪問，回收303份有效問卷。結果發現男性衝動性購買比例較女性為高，年齡、最高學歷、婚姻狀態、所得與職業與衝動性購買無顯著相關性，顯示衝動性購買行為只與性別有關，與其他人口統計變項無關。在商店氣氛部分，內外部裝潢設計因素最能引發情緒，非功能性陳列物因素次之，燈光照明因素則無法引發消費者正面情緒。

Facing the time of experience economy, recently more and more industries and companies emphasize on satisfied consumers’ mental and emotional needs. As a result, Industries of retailing are conscious of store atmospherics. All physical surrounding in a store is store atmosphere and befitting store atmospherics will bring some particular react on mentality, Sometimes, it’ll be impulse buying. For this reason, some dealers in retailing try to use store design, product display and so on to increase the probability of impulse buying. This research chooses purposive sampling and Shin Kong Mitsukoshi Department stores and Idee Department stores to conduct the survey. Tree hundreds tree questionnaires returned from these four department stores. The results indicated that the male is more than female in the percentage of impulse buying and impulse buying behavior only correlates with sex distinction. There is no significance in impulse buying about age, educational background, marriage, and occupation. Part of store atmosphere, the most important factor is the insider and outsider shopfitting, because it can solicit the highest emotion for consumer. The second important factor is the decoration of no functional use, and it also can solicit consumers’ emotion. At last, the lamplight and illumination can’t solicit consumers’ positive emotion.