Research On Relationship Between Shooping Mall Physical Environment And Consumption Emotion

Today, Shopping Mall faces fierce competition, As an important factor to influence customer consumption emotion, Shopping mall environment got more and more attention,With the development of living standard of people and the change of consumption demands, The market competition of shopping mall has changed from the"quantity of consumption"to the"emotional of consumption". In China, some companies don’t pay attention to the management of the shopping mall environment, especially domestic shopping center faced widespread problem of environment management, especially the physical shopping mall environment, It will be badly affect customer consumption emotion if we do not slove it, Also,Customers may reduce the frequency of shopping. Although, we found some research about supermarket and shopping mall environment both in china and abroad, but the shopping environment theory can not contact closely with reality and can not be a good guidence to the shopping mall. So I proceed from the actual situation, focusing on identifying physical shopping mall environment dimension, effectively manage physical shopping environment, give the customer a positive consumer emotion, thus make a contribution to the shopping mall operation.Combined literature review with the actual situation, this article regard the relationship between physical shopping environment and consumer emotional as the research object and explore the management of physical shopping environment to create a positive customer consumption emotion.First, Review the research about shopping center, the physical shopping environment, consumer emotion was to. Then, Make an field observations in some shopping malls in Shanghai, interview some expert in this industry, According to the results of the literature study and expert talking, The author establish a conceptual relationship model of shopping mall physical shopping environment and consumer emotional, put forward the hypothesis design empirical questionnaire and carry out a pre-survey. Finally, Conduct an investigation of300customers in three shopping malls in Shanghai and Jinan, it is a formal questionnaire survey, The author use SPSS software in different analysis levels to analyse data, The purpose is to analysis the impact mechanism of physical shopping environment to consumer emotion,and amend the conceptual model.And there are some conclusions:(1) Shopping mall physical shopping environment dimension is divided into four elements: external environment element, internal physical environment element, design environment element, internal space layout environment element.(2) Various factors of Shopping mall physical shopping environment have an correlation relationship with consumer emotion., whether positive emotion or negative emotion effects, Design element is the most significant one; internal space layout factors has the weakest correlation relationship with positive emotion,and external environment has the weakest correlation relationship with negative emotion.(3) The factor appearance of the building has the biggest influention on the the positive emotion in all subdivided secondary indicators, the windows of shopping mall has the weakest impact on negative emotion.(4)Different types of shopping mall (shopping mall for high-income people and shopping mall for the average consumer) affect consumption emotion differently.(5) Different demographic attributes of consumer emotional impact of difference.Finally, According to the results of empirical analysis, specific recommendations and measures proposed to shopping mall to create a good physical shopping environment. Due to limited research experience and limited resources,the study has some shortcomings, such as the selection of the sample size, and the in-depth analysis of the empirical research, these issues are waiting for further follow-up study.