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研究生：	尙德肯 Pandit, Chanderkant
論文名稱：	The Impact of Service Quality and Store Atmosphere on Consumer Revisit Intention: Moderating Role of Perceptual Curiosity- An Empirical Analysis of Convenience Store in India The Impact of Service Quality and Store Atmosphere on Consumer Revisit Intention: Moderating Role of Perceptual Curiosity- An Empirical Analysis of Convenience Store in India
指導教授：	陳浩政 Chen, Hao-Cheng
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際經營管理研究所 Institute of International Management
論文出版年：	2014
畢業學年度：	102
語文別：	英文
論文頁數：	84
外文關鍵詞：	Service quality, Store atmosphere, Emotions, Perceptual curiosity & Revisit intention
相關次數：	點閱：75 下載：2
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To find the revisit intention or intention to stay in future on convenience store in India. We conducted this study to check the effect of atmospheric action such as service quality and store atmosphere of convenience store on the customers’ emotions which have successive impact on revisit intention using S-O-R theory. And also this study investigates the role of emotions as mediator between service quality, store atmosphere and revisit intention. Research results based on a sample collected from 231 respondents point out that convenience store cognitive such as service quality and store atmosphere affect consumers’ pleasure feeling and emotions which also influence the revisit intention. Consumers’ emotion mediate the relationship between service quality, store atmosphere and revisit intention. Questionnaire were used to check and study reactions from respondents about revisit intention. This research explores the psychological processes by which the store cognitive affects emotion and revisit intention. Research findings and implications are discussed.

TABLE OF CONTENTS
ABSTRACT	IV
ACKNOWLEDGEMENTS	V
TABLE OF CONTENTS	VI
LIST OF TABLES	X
LIST OF FIGURES	XII
CHAPTER ONE INTRODUCTION	1
1.1 Research Background and Motivation.	1
1.2 Research Scope.	5
1.3 Research Objectives and Expected Contribution.	6
1.4 Research Procedure.	8
1.5 Paper Structure.	9
CHAPTER TWO LITERATURE REVIEW	10
2.1 Theoretical Background.	10
2.1.1 Stimulus-Organism-Responses.	12
2.2 Definitions of Relevant Research Variables.	13
2.2.1 Consumer Revisit Intention.	13
2.2.2 Service Quality.	14
2.2.3 Store Atmosphere.	16
2.2.4 Customers’ Emotions.	18
2.2.5 Perceptual Curiosity as a Moderator.	20
2.3 Relationships between Researches Constructs.	21
2.3.1 Service Quality and Emotions’.	21
2.3.2 Store Atmosphere and Emotions Relationship.	22
2.3.3 Moderating Role of Perceptual Curiosity.	24
2.3.4 Emotions and Revisit Intention.	24
2.3.5 Service Quality and Revisit Intention.	26
2.3.6 Store Atmosphere and Revisit Intention.	27
2.3.7 Mediating Role of Emotions	28
2.4 Control Variables.	29
2.4.1 Age.	29
2.4.2 Gender.	29
2.4.3 Education.	29
2.4.4 Income.	30
2.4.5 Purchase frequency.	30
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY	31
3.1 Conceptual Framework.	31
3.2 Defining the Variables.	32
3.2.1 Independent Variables.	32
3.2.2 Dependent Variables.	32
3.2.3 Moderating Variable.	32
3.2.4 Mediating Variables.	33
3.3 Summary of Hypotheses.	34
3.4 Sampling Plan.	35
3.4.1 Measures.	36
3.4.2 Revisit Intention.	36
3.4.3 Service Quality.	36
3.4.4 Store Atmosphere.	37
3.4.5 Emotions.	37
3.4.6 Perceptual Curiosity.	37
3.5 Method of Analysis.	37
3.5.1 Descriptive Statistics.	37
3.5.2 Confirmatory Factor Analysis (CFA).	38
3.5.3 Reliability Analysis.	38
3.5.4 Structural Equation Modeling.	38
CHAPTER FOUR RESEARCH RESULTS	40
4.1 Characteristics of Respondents.	40
4.2 Descriptive Statistical Analysis.	42
4.3 Score Reliability.	43
4.4 Item-to-total Correlation.	45
4.5 Pearson Correlation Analysis.	46
4.6 Confirmatory Factor Analysis (CFA).	48
4.6.1 Convergent Validity.	48
4.6.2 Discriminant Validity.	56
4.7 Path Model Analysis.	57
4.8 Hierarchical Regression Analysis	59
4.8.1 The Mediating Effect of Emotions.	62
CHAPTER FIVE CONCLUSIONS	66
5.1 Research Findings.	66
5.2 Research Contributions and Discussions.	68
5.3 Managerial Implications.	70
5.4 Research Limitations and Future Research Suggestions.	72
REFERENCES	74
APPENDICES	78
Appendix 1: Questionnaire	78
Appendix 2: Inter-item Correlation Matrix	83

 
LIST OF TABLES
Table 1-1 The Scope of This Study	7
Table 3-1 Measurement for Questionnaire Design	33
Table 4-1 Characteristics of Survey Samples	41
Table 4-2 Descriptive Statistics of the Research Variables	42
Table 4-3 Reliability Result	44
Table 4-4 Results of Item-to-total Correlation	45
Table 4-5 Pearson Correlation Table	47
Table 4-6a Factor Loading Test for Service Quality	48
Table 4-6b Exact-it Test for Service Quality	49
Table 4-6c Convergent Validity for Service Quality	49
Table 4-7a Factor Loading Test for Store Atmosphere	50
Table 4-7b Exact-fit Test for Store Atmosphere	50
Table 4-7c Convergent Validity for Store Atmosphere	51
Table 4-8a Factor Loading for Perceptual Curiosity	51
Table 4-8b Exact-fit Test for Perceptual Curiosity	52
Table 4-8c Convergent Validity for Perceptual Curiosity	52
Table 4-9a Factor Loading Test for Emotions	53
Table 4-9b Exact-fit Test for Emotions	53
Table 4-9c Convergent Validity for Emotions	54
Table 4-10a Factor Loading Test for Revisit Intention	54
Table 4-10b Exact-fit Test for Revisit Intention	55
Table 4-10c Convergent Validity for Revisit Intention	55
Table 4-11 Exact-fit Test for CFA Model	56
Table 4-12 Hierarchical Regression Analysis Testing the Relationship of Service Quality, Emotion with the Moderating Role of Perceptual Curiosity	61
Table 4-13 Hierarchical Regression Analysis Testing the Relationship of Store Atmosphere, Emotion with the Moderating Role of Perceptual Curiosity	62
Table 4-14 Hierarchical Regression Analysis for Emotions as a Mediator on Service Quality, and Revisit Intention	64
Table 4-15 Hierarchical Regression Analysis for Emotions as a Mediator on Store Atmosphere and Revisit Intention	64
Table 5-1 Summary of Hypotheses Test	68



 
LIST OF FIGURES

Figure 1-1.Flow chart of the study	9
Figure 3-1.Conceptual framework	31
Figure 4-1.Service quality	50
Figure 4-2.Store atmosphere	51
Figure 4-3.Perceptual curiosity	53
Figure 4-4. Emotions	54
Figure 4-5.Revisit intention	56
Figure 4-6. CFA results of overall model	57
Figure 4.7.Path model for SEM	58
Figure 4-8. SEM analysis of research model	65


                                    

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