平價服飾品牌商店環境對消費者認知、情感評價對趨近行為之影響

隨著消費者需求快速改變使得快速時尚的風潮興起，近年來越來越多平價服飾品牌開始進入全球市場。對消費者而言，在服裝消費部分依舊較習慣到實體商店做購買。除了品牌及商品特色外，過去學者提出商店環境設計確實可以引起消費者的認知及情感評價，而消費者也會將這些評價做為店鋪選擇的依據。

本研究主要目的是探討平價服飾品牌對於商店環境（包含外部環境、內部環境、設計配置、展示布置及人員因素）的設計是否會使消費者產生認知及情感評價的影響，進而影響對於該商店的趨近行為，以台灣現有之平價服飾品牌NET、UNIQLO、GIORDANO及Hang Ten之商店環境做比較。研究結果顯示：商店環境對消費者認知、情感評價及趨近行為皆具有正向顯著影響，其中商店外部環境對消費者情感評價不具顯著影響；消費者對商店認知平價對情感評價具有正向顯著影響；消費者對商店認知、情感評價對趨近行為具有正向顯著影響；在四個品牌當中商店環境對消費者認知、情感評價及趨近行為皆存在差異。

With changing consumer demand, “Fast Fashion” trends increasingly popular. More and more Fast Fashion apparel brands into the global market. Consumers prefer to buy apparel in the physical store. The majority of past studies shown, in addition store environmental influence cognitive and affective evaluation and these evaluations as a basis for consumer to store selected.

This study explores the influence of Fast Fashion brand store environment (with External Variables, General Interior Variables, Layout and Design Variables, Point-of-purchase and Decoration Variables and Human Variables) whether makes consumers cognitive and affective evaluation, then impact on the approach of the store. Taiwan’s existing Fast Fashion brands NET, UNIQLO, GIORDANO and Hang Ten store environment to compare. Results show that: Store environmental has significant positive effect on consumer cognitive, affective evaluation and approach behavior, where store external variables has non-significant effect on consumer affective evaluation; Consumer cognitive evaluation toward the store has significant positive effect on consumer affective evaluation toward the store; Consumer cognitive and affective evaluation have significant positive effect on approach behavior; Store environmental on consumer cognitive, affective evaluation and approach behavior are have significant difference in four brands.