The Influence of Mixed Emotions on the Relationship Between Store Environment and Customer Value

[[abstract]]隨著顧客價值研究的發展，今日行銷研究逐漸體認消費者感性層面的重要性，在這方面的研究之中，又以消費情緒此一主題，在近年來受到學界熱切的探討。 情緒因素對於個體行為的影響上，各方研究已經充分確立其地位，研究指出，消費者的決策其實經常是基於當下的情緒所致，即使是再怎麼理性的消費者在購物環境和情境的影響後，其決策也會受到情緒因素的影響，然而國內對於消費情緒的研究主題並未特別重視，在這方面的學術研究甚為欠缺，因此本研究發展之初便設立此一方向，希望為情緒行銷研究上貢獻一分心力。 綜覽過去的文獻後，發現研究多半集中在純粹情緒的探討上，關於正負面情緒之間的關係卻無法作出明確的解釋，並且深入文獻回顧之後，確認衝突情緒共存的可能，因此本研究引入混合情緒的觀念，希望重新詮釋商店環境與消費價值之間的關係，從另一個角度描繪出消費價值產生的過程。 經由正式樣本搜集之後，發現樣本在各類情緒狀態分類上呈現不平衡的分佈，然而礙於時間等因素，本研究只好捨去部份研究假設的驗証，轉而專注在比較「完全正面情緒者」與「正面情緒主導者」之間的差異。隨後經由整體分析、群集分析與干擾效果之檢定，研究結果發現兩群集在部份路徑上，受到情緒狀態干擾甚鉅。 依據統計結果，研究發現「正面情緒主導者」因處於情緒衝突的狀態下，導致在價值產生的過程上，偏重於實用價值的取得，而「完全正面情緒者」則偏重於享樂價值之上，研究並發現，「功能性成分」對於「實用價值」的影響並不會受到情緒狀態的不同而削弱其影響力，足見「功能成分」在商店環境中的重要角色。 混合情緒的行銷研究在近年來才開始受到注意，因此實証文獻十分欠缺，希望此研究發現能為情緒行銷上貢獻棉薄之力，並達拋磚引玉之效，期盼未來有更多研究投入以填補此領域之不足。[[abstract]]With the development of customer value the importance of affect has been gradually proved by many marketing studies Regarding the issue of affect consumption emotions have been particularly discussing these few years Many researches have confirmed that shoppers’ emotions influence individual behavior In most cases shoppers make decisions merely based on their emotions during the shopping hours No matter how rational consumers are they are more or less influenced by emotions aroused through the interaction between an individual and store environment Unfortunately so far domestic academe has not attached much importance to consumption emotions This study therefore aims at contributing some advices to emotion marketing After reviewing some researches about shopping emotions it is obvious that previous studies mainly focus on pure emotions and do not clearly explain the statistical correlation between positive and negative emotions which is contradictory to argument of emotion bipolarity However latest psychological journals indicate that positive and negative emotions can possibly co-exist For this reason this study is planned to demonstrate the concept of mixed emotions so as to explain consumer behavior more completely This study proves that emotional states do bring moderator effect to the relationship between store environment and customer value According to statistical results in this study the group with absolute positive emotions tends to perceive more hedonic value from store environment than the one with almost all positive emotions By comparison latter group gets more utilitarian value On the other hand it is noticeable in both groups that customer value is significantly affected by the functional element of design factor Nevertheless moderator effect is not displayed in the relationship between functional element and customer value when emotional states are also taken into account This research may provide corporate managers with some useful information relevant to emotion marketing Besides hopefully the study can further encourage more scholars to devote themselves to the field of emotion marketin