隨著總體經濟的成長，近二十年來各式新型服務業已在台灣深根發展，並成為我國主要的重點產業之一；在各方的激烈競爭下，零售業者無不以消費者的感受與需求為出發點，積極將購物的滿足感從過去的物質層次提升至精神層次，欲塑造舒適的購物空間以吸引顧客前來。擁擠現象在地狹人稠的台灣是常見的場景，每逢星期假日或特殊節日，百貨公司或一般零售商店經常擠滿人群，這樣的擁擠購物空間總是讓人感到不舒適，非但不能盡情享受購物逛街之樂，甚至使人望而生怯，進而轉向其他零售通路。對於擁擠所導致的種種不便，消費者可以透過各種不同的行為和心態的改變來調適，使自己覺得好過一些；由於擁擠所導致的情緒也可能影響調適行為的採用，進而導致顧客滿意度的改變，且過去對於調適行為的研究亦少有專門針對購物擁擠情境而設計，因此本研究特參考學者對調適行為的定義，輔以焦點團體訪談法，歸納整理出在擁擠購物情境中的各種調節行為操作型定義，並透過虛擬情境法，以不同程度的擁擠圖片和虛擬故事呈現百貨公司的擁擠情境，觀察消費者在不同的購物時機、購物動機下，將產生哪些不同的情緒和調適行為，最後整理出擁擠知覺、情緒和調適行為影響最終顧客滿意度的系統圖，具體而言，研究發現如下：

一、擁擠的程度越高，消費者的負面情緒越強烈，其中「對他人的負面情緒」又比「對環境的負面情緒」來的強烈；兩種負面情緒皆直接導致顧客滿意度的降低。
二、購物動機和購物時機在擁擠和情緒之間並不存在調節效果。
三、消費者會因情緒類別的不同，而在擁擠情境中採用不同的調適方式。
四、行為調適和心理調適可作為情緒和顧客滿意度的中介變數。
五、行為調適的增加會降低顧客滿意度，而心理調適卻能提高滿意度。

With the growth of the overall economy, various kinds of new-type service industries have developed well and rooted in Taiwan around the past 20 years, and become the crucial industry in our society. To succeed under the keen competition, most the owners of the retail stores look forward to raise the level of the satisfaction of shopping from the material level to the spiritual one; they want to attract the consumers with the comfortable and cozy shopping environment they mold.

Crowding is a common phenomenon in Taiwan. The department stores and other retail stores are often packed with the crowd on weekends and special festivals. Such crowded shopping spaces always make consumers feel uncomfortable and even scare them away for that it is hard to enjoy the happiness of shopping under this kind of circumstance. Consumers can make themselves feel better by changing their behaviors or their mind set, which is called coping. The emotions caused by the crowdedness may influence the adoption of the coping behaviors, also, lead to the change of the consumer satisfaction. Many research have studied the implication of the coping behavior in the crowded situation, but few were focused on the retail crowding one; therefore, based on the theories of the coping behaviors and the results of the focus group interview, this study developed a set of operational definitions of the coping behaviors under the retail crowding situation. To measure the response of the consumers in the retail crowding situation, this study use two different levels of crowding pictures to design eight different scenarios. The results conclude a path which shows how does the retail crowding influence the consumer satisfaction through the motivation and the occasion of shopping, emotion, and the coping behaviors. The finding of the research is as followed.

Ⅰ. The more crowded the retailers are, the stronger sense of the negative emotions the consumers have. Besides, the negative emotions toward the others are especially stronger than the negative emotions toward the environment. Both type of the emotion have direct effects on the consumer satisfaction.
Ⅱ. The motivation and the occasion (holiday effect) for shopping can not be the moderators between perceived crowding and emotion.
Ⅲ. Consumers will adopt different kinds of coping behavior according to their emotion.
Ⅳ. Behavioral coping and emotional coping are the intervening factors between emotion and consumer satisfaction.
Ⅴ. The adoption of the behavioral coping will decrease the consumer satisfaction;
however, the adoption of the emotional coping can increase it.

中文摘要Ⅰ
英文摘要Ⅲ
誌謝Ⅴ
目錄Ⅵ
表目錄Ⅷ
圖目錄Ⅸ

第一章 緒論1
第一節 研究背景1
第二節 研究動機3
第三節 研究目的4
第四節 研究步驟與流程5
第二章 文獻探討6
第一節 擁擠6
第二節 購物動機12
第三節 購物有關之情緒15
第四節 調適行為19
第三章 研究方法27
第一節 研究架構與假設27
第二節 研究方法33
第三節 實驗設計41
第四節 問卷信度檢定44
第五節 抽樣方法46
第六節 統計分析方法47
第四章 研究結果與發現49
第一節 樣本分析49
第二節 擁擠感受、情緒和顧客滿意度間的關係50
第三節 購物動機和購物時機對情緒的調節效果54
第四節 情緒、調適行為與顧客滿意度的關係58
第五節 小結65
第五章 結論與建議68
第一節 研究結果68
第二節 管理上的意涵71
第三節 研究限制73
第四節 對後續研究之建議75
參考文獻77
附錄一80
附錄二128

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