攤販服務場景、服務接觸對顧客情緒反應、商品評價及消費意願之影響

THE INFLUENCE OF A STREET VENDOR'S SERVICESCAPE AND SERVICE ENCOUNTER ON CUSTOMERS' EMOTIONAL RESPONSES, MERCHANDISE EVALUATIONS AND PURCHASE INTENTION

近年來觀光夜市經濟型態逐漸興起，夜市攤販也愈來愈講究門面風格與美學設計，然而攤販門面設計作為服務場景重要的元素，是否會如商店店面風格般影響消費行為？乃本研究主要議題。本研究以中部某知名夜市女性飾品攤販為例，透過面對面問卷調查收集資料，先以多元尺度法分類門面設計風格，再以PLS方法驗證研究假設。本研究結果顯示，攤販門面設計風格，對情緒反應、商品評價的正向影響不大，反而愈偏向華麗風格，愈有不利影響。其次，消費者情緒反應，是影響消費意願的主要因素，但引發消費者正面的情緒反應，主要來自於服務接觸與門面佈景吸引力。商店門市環境營造效果，未必可延用於攤販經營，業者應審慎看待攤販門面風格所能帶來的效益，本研究也提出若干未來的研究方向，以及女性飾品攤販經營實務之建議。

Recently, the appearance design of a street vendor has been placed more emphasis than before. However, does the appearance design of a street vendor really matter? We categorized the appearance designs into three types by the method of multidimensional scaling (MDS). Based on the 152 responses from Yi-Zhong night market in Taichung, Taiwan, we used a partial least square (PLS) method to test hypotheses. Our results demonstrate different effects of appearance design upon consumers' emotions and evaluations of merchandise. We found that the luxury appearance design shows negative effect upon consumers' emotions and evaluations. On the other hand, the service encounter and the appearance layout can facilitate positive emotions, and consumers' positive emotions lead to higher purchasing intentions. We also set a future research agenda and provide many practical implications.