| With the arrival of the service economy era, after the satisfaction of customers’ material needs,all will want to meet the needs of higher social emotion,scholars in enterprises and industry that related to the research are having a transfer of the focus from the product to the service experience; and a servicesape can provide a sense of perception on the customers’ service experience via the visible or invisible factors,and then affect the behavioral intention. Although there have been quite abundant research results on the relationship between servicescape elements and customer behavioral intention, the area is concentrated in the typical service industries such as restaurants, airports, etc., and the research on the retail service industry is quite less, and more concentrated on the role and influence of the mechanical physical elements. In fact, with the transfer of people’s consumption demand from rational to emotional, social factors and social symbolic factors also affect the customer’s purchasing behavior and willingness. At the same time, this paper argues that some emotional, perceived variables are not appreciate to explain the special social emotional connection between customers and stores,however,some store-attachment reviews which is based on the theory of local attachment and the above literature review of this paper will provide directions for further research. Under the background of retail stores,this paper mainly use S-O-R theory and place attachment theory as theoretical basis, by using spss20.0 and amos17.0 to have mathematical analysis with 236 valid samples,aims to have an empirical test on scene of physical factors, employees, other factors of customer and social symbolic elements,store attachment and customers’ behavioral intention. All the conclusions try to offer a new perspective on how to promote the generation of customers’ store attachment, to enhance the relationship between enterprises and customers’ behavioral intention. |
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