本研究根據刺激-組織-回應(SOR)，針對商店環境線索對消費者行為意圖的影響提出研究模型。本研究在於探討商店環境線索(與產品一致性的氛圍、合宜的動線及標誌設計)對滿足消費者情感性期望、認知控制、認知快樂以及購買意圖的影響。在研究一，此模型透過三所大學學生對一家網路書店環境線索進行驗証。在研究二，此模型分別利用一家實體書店以及居家修繕店舖進行驗証。研究一及二的結果顯示；與產品一致性的氛圍及合宜的動線設計有助於滿足消費者情感性期望。研究結果也指出，合宜的動線以及標誌設計顯著影響消費者的認知控制。之後，此消費者情感性期望以及認知控制進而影響消費者使用意圖。在本研究中，認知控制也同時直接影響消費者的認知快樂及使用意圖。在研究三，比較實體商店與網路商店的環境線索對消費者認知快樂及使用意圖的影響差異。研究結果顯示實體商店的標誌設計對消費者的認知控制的影響顯著大於在網路商店。此外，實體商店的認知快樂對消費者的使用意圖的影響也顯著大於在網路商店。 A causal conceptual model measuring various store-design cues impacts on consumer patronage intention is proposed in this study based on the Stimulus-Organism-Response (SOR) paradigm. This thesis seeks to investigate the relationship between environmental cues, such as ambient congruence with product offering, fair spatial layout and signs, and their effect on customer affective expectation, perceived control, cognitive pleasure and patronage intention. In Study One, the model is empirically tested in a Taiwan online bookstore. The data is collected from three universities which present three Taiwan’s university systems. In Study Two, The sample was drawn from these two service industries: book store and home improvement (DIY). Results support model propositions showing significant “ambient congruence with product offerings” and “fair spatial layout” on “affective expectation”. Results also indicate that “fair spatial layout” and “fair sign design” have statistically significant and positive relationships with “perceived control”. Findings also confirm the hypothesized mediating effects of “affective expectation” and “perceived control” on “cognitive pleasure”, which then affects “consumer patronage intention”. “Perceived control” also shows direct “cognitive pleasure” and “consumer patronage intention” effects. In Study Three, the current study further compares online and physical store consumer patronage intention with store environmental effect. The study uses multi-group structural equation modeling of survey data, finding significant differences on two links: the influence of signs on perceived control and of cognitive pleasure on patronage intention. Signs of physical environment are positively and highly associated with customer perceived control than in online context. Cognitive pleasure induced from the physical environment is also positively and highly associated with patronage intention than online environment.
