台灣便利商店的分布密度高且與人民生活關係相當密切；因此，如何創造出能符合顧客主張之服務體驗已成為大都數便利商店業者急待解決之重要課題。基此，本研究主旨在探討便利商店體驗線索對顧客情緒感知與顧客滿意度的影響。本研究首先透過前導問卷調查與深入訪談發掘出顧客對現有便利商店服務體驗線索的情緒感知與期待。然後，在提出新的視覺、聽覺和嗅覺線索設計後，本研究對主體顧客群 (20-40歲) 與中高齡顧客群 (46-65歲) 各30人 (共60人) 進行情緒維度 (效價與喚醒度) 與顧客滿意度 (形式與效果) 調查。
本研究主要發現有：1) 在視覺線索部分之「廣告視覺資訊」，相較於中高齡顧客群，主體顧客群對「新設計二 (動態)」有較強之情緒喚醒度；2) 在聽覺線索部分，主體顧客群對「爵士音樂」有較正向且強之情緒與較高的顧客滿意度，而中高齡顧客則對「新世紀音樂」具較正向且強之情緒與較高的顧客滿意度；3) 在嗅覺線索部分，兩種不同顧客群對「舊氣味 (咖啡香)」皆具有較正向且強之情緒與較高的顧客滿意度。整體上，本研究歸結不同「顧客群」與不同「體驗線索設計」對顧客情緒感知與顧客滿意度會產生影響。最後，冀望本研究發現成果能作為未來便利商店業者建構服務場域的重要參考依據。

In the world, Taiwan has the highest density of chain convenience stores that satisfy the shopping habits of all consumer groups. Therefore, it is crucial for most of Taiwanese convenience stores to identify how to create better service experiences to meet customers' needs. In doing so, this study aims to discuss the effects of experience clues on customer perceptions and satisfactions in convenience stores. This study first employed a pilot survey and in-depth interviews to uncover customers’ current and potential expectations and experiences in the convenience stores. After proposing new visual, auditory and olfactory clues designs, this study investigated affect dimensions (such as, valence & arousal) and customer satisfactions (way & result) of 30 the main customers (aged 20-40 years old) and 30 the middle-aged and elderly customers (aged 46-65 years old).
The main findings of this study are:1) as for “advertising visual information” under visual clues, the main customers have stronger arousal toward the "new design 2 (dynamic)” than the middle-aged and elderly customers; 2) as for auditory clues, the main customers have more positive and stronger emotion with higher customer satisfactions toward the "jazz music" than the middle-aged and elderly customers, while the latter have more positive and stronger emotion with higher customer satisfactions toward the "new age music” than the former; 3) as for olfactory clues, all of the participants have more positive and stronger emotion with higher customer satisfactions toward the "old odor (coffee)” than other odors. To sum up, this study found that different customer groups and different experience clue designs could affect customers’ emotional perceptions and satisfactions. Finally, it is hoped that the outcome of this study could be a useful reference for the convenience stores to create new servicescapes in the near future.

英文文獻
Areni, C. S. & Kim, D. (1993). The influence of in-store lighting on consumers’ examination of merchandise in wine store. International Journal of Research in Marketing, 11, 117-125.
Anderson, E. W., Fornell, C. & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: findings from Sweden. Journal of Marketing, 58(3), 53-67.
Baker, J. (1987). The role of the environment in marketing service: the consumer perspective, in The Services Challenge: Integrating for Competitive Advantage, Czepiel, J. A., Congram, C. A. & Shamahan, J. (eds.). Chicago: American Marketing Association, 79-84.
Baraban, R. S. & Durocher, J. F. ( 2001). Successful Restaurant Design, (2nd Ed.). NY: Wiley.
Bellizzi, J. A. & Hite, R. E. (1992). Environment color, consumer feelings, and purchase likelihood. Psychology and Marketing, 9, 347-363.
Berman, B. & Evans, J. R. (2001). Retail management- A strategic approach, (8th Ed.). NJ: Prentice Hall.
Berry, L. L. & Clark, T. (1986). Four Ways to Make Services More Tangible. Business, October-December, 53-4.
Berry, L. L. & Bendapudi, N. (2003). Cluing in customer. Harvard Business Review, February, 100-106.
Berry, L. L., Wall, E. A. & Carbone, L. P. (2006). Managing service experience clues. Management Perspectives, Spring, 1-18.
Berry, L. L. & Carbone, L. P. (2007). Build loyalty through experience management. Quality Progress, September, 40(9), 26-32.
Berry, L. L., Wall, E. A. & Carbone, L. P. (2006). Service clues and customer assessment of the service experience: lessons from marketing. Academy of Management Perspectives, 20(2), 43-57.
Bitner, M. J. (1986). Consumer Responses to the Physical Environment in Service Settings, in Creativity in Serivces Marketing, Venkatesan, M., Schmalensee, D. M. & Marshall, C. (eds.). Chicago: American Marketing Association, 89-93.
Binter, M. J. (1992). Servicescapes: the impact of physical surroundings on customers and employees. Journal of Marketing, 56, 57-71.
Blake, R. & Sekuler, R. (2006). Perception, (5th Ed.). NY: McGraw-Hill.
Bone, P. F. & Ellen, P. S. (1999). Scents in the marketplace: explaining a fraction of olfaction. Journal of Retail, 75(2), 243-262.
Boyatzis, C. J. & Varghese, R. (1994). Children’s emotional associations with colors. Journal of Genetic Psychology, 155, 78-85.
Cadotte, E. R., Woodruff, R. B. & Jenkins, R. L. (1987). Expectations and norms in models of consumer satisfaction. Journal of Marketing Research, 24, 305-314.
Carbone, L. P. & Haeckel, S. H. (1994). Engineering customer experiences. Marketing Management, 3(3), 8-19.
Carbone, L. P. (2004). CLUED IN: HOW TO ENGINEER YOUR CUSTOMERS’ EXPERIENCE WITH YOUR PRODUCTS ANS SERVICE. Global: Pearson Education.
Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 24(August), 244-249.
Cheng, J. M. S., Blankson, C., Sutikno, B. & Wang, M. C. H. (2009). Hybrid convenience stores-the changing role of convenience stores in Taiwan. Asia Pacific Journal of Marketing and Logistics, 21(3), 417-432.
Ching, F. (1996). Architecture: Form, Space, and Order. NY: Van Nostrand.
Churchill, G. A. & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(Nov), 491-504.
Cooper, D. R. & Schindler, P. S. (2008). Business Research Methods, (10th Ed.). NY: McGraw-Hill.
Denzin, N. K. (1984). On Understanding Human Emotion. SF: Jossey-Bass.
Eiseman, L. (1998). Colors For Your Every Mood. Virginia: Capital Books.
Engel, J. F., Blackwell, R. D. & Miniard, P. W. (1995). Consumer Behavior, (8th Ed.). Harcourt Broce Joranovich College Publishers: The Dryden Press.
Fornell, C. (1992). A national customer satisfaction barometer: the Swedish experience. Journal of Marketing, 56, 6-21.
Giese, J. L. & Cote, J. A. (2000). Defining consumer satisfaction. Academy of Marketing Science Review, 00(01), available: http://www.amsreview.org/amsrev/theory/ giese00-01.html.
Goleman, D. (1995). Emotional Intelligence. NY: Bantam Books.
Gronroos, C. (1982). Strategic Management and Marketing in the Service Sector. Chartwell-Braff, Bromley.
Haeckel, S. H., Carbone, L. P. & Berry, L. L. (2003). How to lead the customer experience. Marketing Management, 12(1), 18-23.
Hall, E. T. (1969). The Hidden Dimension. NY: Doubleday, Garden City.
Halstead, D., Hartman, D. & Schmidt, S. L. (1994). Multi-source effects on the satisfaction formation process. Journal of the Academy of Marketing Science, 22, 114-129.
Hampel, D. J. (1977). Consumer satisfaction with the home buying process: conceptualization and dissatisfaction. Cambridge, Mass.: Marketing Science Institute, 7.
Hirsch, A. R. (1991). Nostalgia: a neuropsychiatric understanding. Paper Presented at the Annual Meeting of the Association for Consumer Research Conference, Chicago, IL.
Higgins, K. T. (2003). The rebirth of 7-eleven. Marketing Management, July-August, 18-21.
Howard, J. A. & Sheth, J. N. (1969). The Theory of Buyer Behavior. NY: John Wiley and Sons.
Hui, M. K., Dube, L. & Chebat, J. (1997). The impact of music on consumers’ reactions to waiting for service. Journal of Retailing, 73(1), 87-70.
Hung, H. (2005). The King of Marketing Channels- The way 7-ELEVEN Manage its Business. Taipei: Weide Publishing.
Hunt, H. K. (1977). CS/D—overview and future research direction, in Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction, Hunt, H. K. (eds.). Cambridge, MA: Marketing Science Institute.
Hsieh, J. Y. (2006). Taiwan, the highest convenience store density around the world. Excellence, 267, 44.
Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49, 48-64.
Kotler, P. (1996). Marketing Management: Analysis, Planning, Implementation, and Control, (9th Ed.). Prentice Hall.
Kryter, K. D. (1985). The Effect of Noise on Man, (2nd Ed.). Orlando, FL: Academic Press.
Kvale, S. (1996). Interviews An Introduction to Qualitative Research Interviewing. CA: Sage Publication.
LaBarbera, P. A. & Mazursky, D. (1983). A longitudinal assessment of consumer satisfaction/dissatisfaction: the dynamic aspect of the cognitive process. Journal of Marketing Research, 20, 393-404.
Lazarovits, J. & Roth, M. (1988). A single amino acid change in the cytoplasmic domain
allows the influenza virus hemagglutinin to be endocytosed through coated pits. The Cell Press, 53(5), 743-752.
Levitt, T. (1981). Marketing intangible products and product intangibles. Harvard Business Review, 59(3), 94-102.
Lin, I. Y. (2004). Evaluating a servicescape: the effect of cognition and emotion. Hospitality Management, 23, 163-178.
Lindstrom, M. (2005). Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Slight, and Sound. NY: Free Press.
Liu, P. H. H., Lin, J. Y. C. & Cheng, J. M. S.(2004). Convenience stores or restaurants? The changing role of convenience stores. Trade Magazine, 160, 8-9.
Lovelock, C., Wirtz, J. & Chew, P. (2008). Essentials of Service Marketing. Singapore: Pearson Education South Asia Pte Ltd.
Maffei, S., Mager, B. & Sangiorgi, D. (2005). Innovation through service design from research and theory to a network of practice. A users’ driven perspective. Joining Forces, University of Art and Design Helsinki, September, 22-24.
Mano, H. & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: evaluation, feeling, and satisfaction. Journal of Consumer Research, 20, 451-466.
Mehrabian, A. & Russell, J.A. (1974). An Approach to Environmental Psychology. MA: MIT Press of Cambridge.
Miller, W. L. & Crabtree, B. F. (1992). Primary care research: a multi-method typology and qualitative road map, in Doing Qualitative Research, Crabtree, W. L. & Miller, W. L. (eds.). CA: Sage, 3-28.
Moritz, S. (2005). Service Design: Practical Access to an Evolving Field. Koln International School of Design (unpublished), Cologne.
Murch, G. M. (1984). Physiological principles for the effective use of color. IEEE Computer Graphics and Applications, 4(11), 49-54.
Oliver, R. L. (1981). Measurement and evaluation of satisfaction process in retail setting. Journal of Retailing, 57, 25-48.
Oliver, R. L. (1989). Processing of the satisfaction response in consumption: a suggested framework and research propositions. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 2, 1-16.
Oliver, R. L. (1992). An investigation of the attribute basis of emotion and related affects in consumption: suggestions for a stage-specific satisfaction framework. Advances in Consumer Research, 19. Sherry, J. F., Sternthal, B. & Arbor, Ann. (eds.). MI: Association for Consumer Research, 237-244.
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. NY: The McGraw-Hill Companies, Inc.
Peter, J. P. & Olson, J. C. (1993). Consumer Behavior and Marketing Strategy. MA: Boston.
Rapoport, A. (1990). The Meaning of the Built Environment, (2nd Ed.). AZ: University of Arizona Press.
Russell, J. A. (1980). A circumplex model of affect. Journal of Personality and Social Psychology, 39(6), 1161-1178.
Russell, J. A., Weiss, A. and Mendelsohn, G. A. (1989). Affect Grid: A Single Item Scale of Pleasure and Arousal. Journal of Personality and Social Psychology, 57(3), 493-502.
Russell, J. A. (2003) . Core affect and the psychological construction of emotion. Psychological Review, 110(1), 145–172.
Russell, J. A. (2003). Core affect and the psychological construction of emotion. Psychological Review, 110(1), 3-30.
Russell, J. A. ＆ Carroll, J. M. (1999). On the bipolarity of positive and negative affect. Psychological Bulletin, 125(1), 3-30.
Ruyter, K. D., Bloemer, J. & Peeters, P. (1997). Merging service quality and service satisfaction-an empirical test of an integrative model. Journal of Economic Psychology, 18, 387-406.
Sanders, E. (2001). Virtuosos of the experience domain. Proceedings of the 2001 IDSA Education Conference.
Schiffman, H. R. (2001). Sensation and Perception, (5th Ed.). NY: Wiley.
Shostack, G. L. (1977). Breaking free from product marketing. Journal of Marketing, 41 (April), 73-80.
Steffy, G. (1990). Architectural Lighting Design. NY: Van Nostrand Reinhold.
Strongman, K. T. (2002). The Psychology of Emotion-Theories of Emotion in Perspective, (4th Ed.). NY:Wiley.
Sparks, L. (1996). Reciprocal retail internationalization: the southland corporation, Ito- Yokado and 7-eleven convenience stores, in The Internationalization of Retailing (1st Ed.), Akehurst, G. & Alexander, N. (eds.)., 57-96.
Swan, J. E., Trawick, F. & Carroll, M. G. (1982). Satisfaction related to predictive, desired expectations: a field study, in New Findings on Consumer Satisfaction and Complaining, Hunt, H. K. & Day, R. L. (eds.). Bloomington, IN: Indiana University, 15-22.
Takahashi, A. (2007). The 5 Marketing senses. Tokyo: Nana Corporate Communication Co., Ltd.
Treasure, J. (2007). Sound Business. UK: Management Books 2000 Ltd.
Tse, D. K. & Wilton, P. C. (1988). Models of consumer satisfaction: an extension. Journal of Marketing Research, 25, 204-212.
Turley, L. W. & Milliman, R. E. (2000). Atmospheric effects on shopping behavior: a review of the experimental literature. Journal of Business Research, 49, 193-211.
Upah, G. D. & Fulton, J. N. (1985). Situation creation in services marketing, in The Service Encounter, Czepiel, J., Solomon, M. & Surprenant, C., (eds.). MA: Lexington Books, 255-264.
Visser, F. S., Stappers, P. J., Lugt, R. V. D. & Sander, E. B.N. (2005). Contextmapping: experience from practice. CoDesign, 2(1), 119-149.
Wall, E. A. & Berry, L. L. (2007). The combined effects of the physical environment and employee behavior on customer perception of restaurant service quality. Cornell University, 48(1), 59-69.
Westbrook, R. A. (1980). Intrapersonal affective influences on consumer satisfaction with products. Journal of Consumer Research, 7, 49-54.
Westbrook, R. A. & Oliver, R. L. (1981). Developing better measures of consumer satisfaction. Journal of Business Research, 44(1), 55-66.
Westbrook, R. A. & Reilly, M. D. (1983). Value-percept disparity: an alternative to the disconfirmation of Expectations theory of consumer satisfaction, in Advances in Consumer Research 10, Bagozzi, R. P., Tybout, A. M. & Arbor, A., (etd.). MI: Association for Consumer Research, 256-261.
Westbrook, R. A. (1987). Product/Consumption-Based Affective Responses and Postpurchase Processes. Journal of Marketing Research, 24, 258-270.
Westbrook, R. A. & Oliver, R. L. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18, 84-91.
Woodside, A. G., Frey, L. L. & Daly, R. T. (1989). Linking service quality, customer satisfaction, and behavioral intention. Journal of Health Care Marketing, 9, 5-17.
Zeithaml, V. A., Parasuraman A., & Berry, L. L. (1985). Problems and strategies in services marketing. Journal of Marketing, 49 (Spring), 33-46.
Zeithaml, V. A., Parasuraman A., & Berry, L. L. (1990). Delivering quality service : balancing customer perceptions and expectations. NY: Free Press.
Zeithaml, V. A., Binter, M. J. & Gremle, D. D. (2006). Service Marketing: Integrating Customer Focus across the Firm, (4th Ed.). NY: McGraw-Hill.

中文文獻
古永嘉 ＆ 楊雪蘭 譯 (2009)。企業研究方法。原著：Cooper, D. R. & Schindler, P. S. (2008)。台北：華泰。
行政院公平交易委員會 (2011)。主要連鎖便利商店業店數統計。公平交易通訊，37，20。
佐藤吉哉編 (2010)。超商成長幻滅。日經 Nikkei Business。東京：日本經濟新聞集團。
李振昌 譯 (2005)。收買感官 信仰品牌。原著：Lindstrom, M. (2005)。台北：商智。
邱珮華 (2009)。集合包裝功能視覺設計之情緒維度與ERP研究。國立台灣科技大學設計研究所碩士論文 (未出版)，台北市。
陳怡之 譯 (2009)。服務業行銷。原著：Lovelock, C., Wirtz, J. & Chew, P. (2008)。台北：培生。
陳澤義 (2010)。服務管理，第三版。 台北：華泰。
陳覺 (2004)。服務產品設計。台北：揚智。
許英傑 (2004)。零售創新：7-ELEVEN成功之祕。台北：中國生產力中心。
許勝雄，彭游 & 吳水丕 (2007)。人因工程，第三版。台中：滄海。
許梅芳 譯 (2005)。顧客經驗管理。原著：Carbone, L. P. (2004)。台北：培生。
曹明誠 (2003)。便利商店之消費者類型與消費者行為之研究。國立成功大學企業管理研究所碩士論文 (未出版)，台南市。
曾馨儀 (2010)。關係行銷、服務品質、顧客滿意度與顧客忠誠度之研究─以迪士尼主題樂園為例。國立交通大學企業管理碩士學程 (MBA) (未出版)，新竹。
彭慧明 (2010)。Crazy研發咖啡機 沖出大商機。聯合報A8版。2010年4月12日，取自聯合報。
張紹勳 (2005)。研究方法 (第三版)。台中：滄海。
張殿文 (2007)。融入顧客情境。台北：天下遠見。
黃宇霞 ＆ 羅躍嘉 (2004)。情緒的ERP相關成分與心境障礙的 ERP變化。心理科學進展，12(1)，10-17。
羅躍嘉、黃宇霞、李新影、李雪冰 (2006)。情緒對認知加工的影響：事件相關腦電位系列研究。心理科學發展，14(4)，505-510。
黃鵬飛 譯 (2008)。服務行銷 (第四版)。原著：Zeithaml, V. A., Binter, M. J. & Gremle, D. D. (2006)。台北：華泰。
游恆山 譯 (2002)。情緒心理學-情緒理論的透視，第二版。原著：Strongman, K. T. (2002)。台北：五南。
楊錦洲 (2009)。服務品質 從學理到應用。台北：華泰。
經濟部商業司 (2000)。便利商店經營管理實務。台北：中國生產力中心。
潘中道、黃瑋瑩＆胡龍騰 (2006)。研究方法：步驟化學習指南。原著：Kumar, R. (2006)。
黎煒 譯 (2007)。格式塔心理學原理 (上冊)。原著：Koffka, K. (2000)。台北：Argun Publishing。
鄭麗玉 (1993)。認知心理學。台北：五南。
賴慧鈴 譯 (2008)。五感行銷。原著：Takahashi, A. (2007)。台北：漫遊者。
戴國良 (2008)。服務業行銷與管理。台北：普林斯頓。

網路文獻
Mager, B. (n.d.). Service Design. Retrieved December 12, 2009, from http://www.service-design-network.org/
Moritz, S. (2005). Service Design: Practical Access to an Evolving Field. London. Retrieved March 3, 2010, from http://www.service-design-network.org/
Oxford. (2011). Oxford English Dictionary. Oxford University Press, from http://www.oxfordadvancedlearnersdictionary.com/
Stefaon, M., Mager, B. & Sangiorgi D. (2005). Innovation through service design. From research and theory to a network of practice. A users’ driven perspective. Retrieved June 17, 2011, from http://www.service-design-network.org/
Wikipedia. (n.d.)。便利商店定義。2010年3月24日，取自：http://zh.wikipedia.org/wiki/便利商店
Wikipedia. (n.d.)。分類：音樂。2011年6月6日，取自：http://zh.wikipedia.org/wiki/category:音樂
內政部戶政司 (2010)。台灣區人口數。內政部戶政司全球資訊網。2010年11月16日，取自: http://www.ris.gov.tw/
中華民國教育部 (1994)。重編國語辭典修訂本 (網路版)。2011年6月7日，取自：http://dict.revised.moe.edu.tw/
玉山投顧 (2011)。統一超商：逢低買進。2011年6月15日，取自：http://www.cnyes.com
台北市政府都市發展局 (無日期)。台北都市計畫整合查詢系統。2011年6月19日，取自：http://163.29.37.171/planMap/cityplan_main.aspx
台灣經濟研究院 (2007)。2015年台灣產業結構調整方向與策略。台灣經濟研究院。2010年3月15日，取自：http://www.tier.org.tw/news/advertise.asp
全家 (2010)。企業沿革。2010年3月24日，取自：http://www.family.com.tw/enterprise/about_history.aspx
行政院公平交易委員會 (2009)。97年對全國主要連鎖便利商店業者之產業調查情形。行政院公平交易委員會。2009年12月24日，取自：http://www.ftc.gov.tw/internet/main/doc/docDetail.aspx?uid=126&docid=10644
行政院主計處 (2010)。國民所得統計及國內經濟情勢展望。行政院主計處。2010年3月15日，取自：http://www.dgbas.gov.tw
林孟儀，楊瑪利 & 黃漢華 (2007)。不老革命。遠見雜誌。2010年11月15日，取自：http://ccindustry.pixnet.net/blog/post/2506783
林茂仁 (2008)。統一超公仔行銷 喊停。經濟日報，聯合新聞網。2010年3月24日，取自：http://udn.com/NEWS/FINANCE/FIN9/4274631.shtml
陳林幸紅 (2009)。台灣便利商店高密度 2500人就有一家。中央廣播電台。2010年3月15日，取自：http://news.rti.org.tw/index_newsContent.aspx?nid=205431
高宜凡 (2010)。台灣產業必須的改變 服務創新。遠見雜誌網。2011年6月17日，取自： http://www.gvm.com.tw/
高雄市政府環境保護局 (無日期)。噪音小百科。高雄市噪音防制網。2011年6月6日，取自：http://noise.ksepb.gov.tw
曹秀雲 (2010)。四大超商拚展店 年釋2000職缺。中國時報。2010年3月15日，取自：http://news.chinatimes.com/
復旦大學附屬醫院 (無日期)。嗅覺的一般性質。中國數字科技館。2011年6月6日，取自：http://www.cdstm.cn/
楊佳慧 (無日期)。掌上型電子鼻 隨時監測空氣品質。科學人雜誌網路版。2011年6月6日，取自：http://sa.ylib.com/