環境知覺經由情緒對行為意圖之影響－以酒吧為例
摘要
每一個大城市的中心都不難發現一些新奇且頗具特色的小酒館或是酒吧，這些酒吧讓入夜後的城市顯得更具有活力且熱鬧，也讓許多酒吧的經營者努力地去經營他們的酒吧，並讓更多的消費者前去消費。一間成功的酒吧必然的特性就是要能夠有許多的顧客上門前去消費，然而就消費端而言，消費者所重視的是酒吧內部環境的知覺、享受及樂的一種體驗，所以酒吧的經營者便需要去營造一個讓消費者能夠感受放鬆且愉悅的氣氛來吸引消費者。
本研究採用了Mehrabian and Russell (1974)所發展的M-R模型來檢測顧客對酒吧環境的知覺反應、情緒、行為意圖之關係，此模型是以情緒為環境及行為意圖的中介影響因素做為理論架構，此模型已運用到許多不同的產業領域上，像是零售商、餐廳、購物中心等等，但是較少是運用在以休閒為主的產業，所以本研究運用在酒吧產業藉以探究出不同的結果與發現，所以本主要研究的範圍為台北市的酒吧，並且是以社交性類型的酒吧作為探討的對象，是利用便利抽樣進行問卷調查。
研究結果發現酒吧消費者環境知覺的其它消費者及社會互動會對情緒及後續行為產生影響，並且此影響需過情緒此變項中介影響消費者的後續行為意圖。研究結果發現消費者所注重的是一環境內容的其他消費者之行為及態度，其他消費的外觀、比例也是影響消費者對一環境內知覺的正負面的情緒知覺的影響因素，另外社會互動的對於情緒也有顯著的預測關係，從這兩個主要的研究結果可以發現，消費者到一酒吧內所以重視的是消費者與消費者之間的知覺，一個環境內個體與個體的一個外部觀感是會影響到消費者的情緒知覺，另外消費者與朋友和他人的互動關係也是影響到消費者情緒的一重要因素，也就是說消費者在乎及重視他在環境內與有人的互動的一個品質，酒吧能有這樣的環境及功能，才能讓消費者重視這樣的因素。

The influence of environmental perceptions on behavioral intention through
emotions: A case of public houses
Abstract
In every big city’s, there are a lot different kinds of pubs. Those pubs livelily exist in every city. Pub owner do their best to be a top or the most popular pub in the city. Due to as follows as reason many customers go to the pub for having a wonderful time. Being a successful pub need to attract customer’s attention. in order to make them go their bar and have a drink. As a customer, they make the most of pub’s environmental factors, ambiance and so on. Hence, pub and bar’s owner love to create a pleasure and happy place to attract their customer.
The purpose of this research is to empirically test a conceptual M-R model proposed by Mehrabian and Russell (1974), which contains three studied variables--- environment, emotions and behavioral intentions in pub settings. It is proposed that environmental attributes of pubs will influence consumers’emotions and their subsequent behavioral intentions. Although Mehrabian and Russell’s(1974) M-R model has spawned a number of researches in different industries, such as retailing, restaurants, and malls, however, no empirical research was focused on hospitality industry. Hence, this study employed this model to explore in pubs and tried to find some different results.
Respondents’ perceived pub’s environmental attributes were assessed with 30 items derived from assorted previous studies and the in-depth interviews (Ryu & Jang, 2007). On a seven-point scale. A convenient sample of 450 consumers existing selected pubs was approached with the designed questionnaires.
A structural equation modeling analysis reveal that respondent’s environmental perception’s other consumers and social interaction had significant effects on the level of customer emotion. In addition, emotion had significant impacts on behavioral intentions.
The Main finding of this research is that customer care about the other consumers in the the pub. The other consumer’s appearance can affect the respondent’s emotions, also to influence their behavioral intentions. In addition, the respondent’s social interaction is affected to themselves emotion and behavioral intentions. The results imply that customer want a place can connect to their friends or family, make a progress to their relationship, they also care about the others appearance, attitude, percentage of consumer.

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