商店氣氛、價值與再惠顧意願關係之研究──以A動漫主題咖啡廳為例

Store Environment Cues and the Effects on perceived value and Consumer’s Re-purchase intention: A case study of anime themed Cafe

近年來商店氣氛的營造對行銷策略起著至關重要的作用，特別是主題式的休閒產業。然而，臺灣目前對於主題式特色的餐旅產業並沒有進行系統性的相關研究來探討商店氣氛對知覺價值和再惠顧意願的影響。本研究應用Baker等學者提出的商店氣氛架構來探討臺北市動漫主題咖啡廳之知覺價值與再惠顧意願關係之研究。藉由便利抽樣方式取得到訪者問卷350份，其中有填答完整的計有333份問卷。研究成果發現商店氣氛對知覺價值與重遊意願有正向影響關係。商店氣氛中的社會因素、設計因素與周圍因素對知覺價值具有正向的影響，商店氣氛對再惠顧意願則透過知覺價值部分中介而產生影響。加強動漫主題咖啡廳之商店氣氛有助於消費者價值與再惠顧意願。 Recently, atmospherics plays a crucial role to marketing strategy especially for themed leisure industry. Yet the themed hospitality industry in Taiwan does not engage in systematic research to examine the store atmospherics that may influence the perceived value and re-patronage decision. As an application of store environment cues proposed by Baker, Parasuraman, Grewal and Voss(1992), this paper examined three types of store environment cues to influence the consumers’ assessments of the themed café and re-patronage intention. A self-administered questionnaire survey was conducted on 350 respondents who have been visited the anime themed Cafe in Taipei City, and 333 questionnaires have finished. The research results indicated that store environment cues have a positive relationship with respondents’ perceived value and re-patronage intention. Social, design and ambient cues had significant positive impact on respondents’ perceived value of the anime themed Cafe. The relationship between store environment and re-patronage intention is partially mediated by perceived value. Therefore, this study has shown that social, design and ambient cues of the anime themed Cafe in Taipei city were important factors to determine the perceived value and revisiting intention of consumers.

Recently, atmospherics plays a crucial role to marketing strategy especially for themed leisure industry. Yet the themed hospitality industry in Taiwan does not engage in systematic research to examine the store atmospherics that may influence the perceived value and re-patronage decision. As an application of store environment cues proposed by Baker, Parasuraman, Grewal and Voss(1992), this paper examined three types of store environment cues to influence the consumers’ assessments of the themed café and re-patronage intention. A self-administered questionnaire survey was conducted on 350 respondents who have been visited the anime themed Cafe in Taipei City, and 333 questionnaires have finished. The research results indicated that store environment cues have a positive relationship with respondents’ perceived value and re-patronage intention. Social, design and ambient cues had significant positive impact on respondents’ perceived value of the anime themed Cafe. The relationship between store environment and re-patronage intention is partially mediated by perceived value. Therefore, this study has shown that social, design and ambient cues of the anime themed Cafe in Taipei city were important factors to determine the perceived value and revisiting intention of consumers.