現今競爭激烈的零售環境中，廠商要憑藉著不同的策略才能存活。因此，消費者的貢獻度(customer share)對於廠商而言就是一項重要的指標。在這份研究中，我們想要深入的探討影響消費者貢獻度的因素。雖然在過去研究中，已有學者研究過消費者貢獻度這個議題。但所研究的範圍仍屬於局部性的驗證。因此，本研究中想以整合性的觀點來探討消費者貢獻度這個議題。
我們使用商店屬性認知(store attribute belies)來探討消費者對於環境的不同認知是否會產生不同的消費者貢獻度。我們使用三個面向爲商店屬性作深入的描述以及定義。這三的面向分別是週遭環境變數(ambient variables)、設計變數(design variables)和社會化變數(social variables)。除此之外，我們也使用購物價值(shopping value)、購物滿意度(shopping satisfaction)和消費者購物傾向(shopping orientation)去探討商店屬性認知與消費者貢獻度之間的關係。
再來，我們使用氣氛回應力(atmospheric responsiveness)和購物傾向(shopping orientation)這兩個變數來當做研究模型中的干擾變數。我們想要研究的是，消費者的個人特質是否在整個研究架構中有所影響。我們使用經濟構物傾向(economic shopping orientation)和娛樂購物傾向(recreational shopping orientation)這兩種傾向探討其對於滿意度與消費者貢獻度之間的關係。有關於干擾效果的影響，本研究將會有詳細的驗證。
而本研究最後產生的結論有下列三點：
1.商店屬性認知會透過購物價值和購物滿意度來影響消費者貢獻度。也就是說，若消費者對於商店屬性有較正面的認知時，他們的貢獻度會比較高。
2.在整個購物流程中，具有高度氣氛回應力的消費者會比低度回應力的消費者，更能獲得購物消費中的利益和價值。
3.經濟購物傾向的消費者就算對於該商店很滿意，也不會提高他們對於該商店的貢獻程度。這類型的消費者，總是在尋找最具有經濟利益的商店，所以他們會一直轉換購買的商店。而另一方面，在本研究中，娛樂購物傾向的消費者不會對於購物滿意度和消費者貢獻度之間的關係有所影響。

In today’s competitive environment, marketers have to pursue a variety of specialized strategies to strive. Therefore, “Customer share of wallet” becomes a great indicator for marketer. In this study, we want to know what factors have influence on customer share. Although there were many studies discussing the topic of customer share, they were all unilateral and in short of integration. Therefore, in this study, we try to use a new viewpoint to discuss customer share.
We use store attribute beliefs to examine whether consumer’s perceptions about the shopping environment will have different outcomes of customer share. We use three factors to deeply describe and definite store attribute beliefs. These are ambient variables, design variables and social variables. We also use shopping value, shopping satisfaction and shopping orientation to examine the relationship between store attribute beliefs and customer share.
Furthermore, the moderating effects of atmospheric responsiveness and shopping orientation are verified in this study. It has been considered that consumer’s personal characteristics have influence in this study. Therefore, we want to know the influence of different consumer’s environment responsiveness in our research model. In addition, we use economic shopping orientation and recreational shopping orientation to examine the effect on the relationship between satisfaction and customer share. The details about the empirical validation would be delivered in this study.
According to the results of this study, several conclusions were made as follows:
1.Store attribute beliefs have influence on customer share through shopping value and shopping satisfaction. That is, if consumers have more positive store attribute beliefs, they will have higher customer share.
2.Consumers who have higher atmospheric responsiveness will perceive more shopping benefits and value during their shopping trips than those who have lower ones.
3.Economic shoppers have lower customer share even though they have high shopping satisfaction. Economic shoppers tend to find the most beneficial store to shop; therefore, they always change their stores. On the other hand, recreational can’t strengthen the relationship between shopping satisfaction and customer share.

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