一、研究方法的改善
情境模擬法雖是介於實地實驗法和實驗室實驗法的折衷研究方式，但文字的 表達能力究竟有限，在呈現消費情境時是否能改以影片或幻燈片的方式，增強受 測者對情境的感受能力，是值得後續研究嘗試；此外，在樣本的抽樣方面可對更 廣泛的族群進行，以檢驗研究結果是否受單一族群特性的影響。
二、擴充社會服務環境理論模型
本研究僅探討社會服務環境中的社會要素和背景要素，建議未來相關的研 究，可以一併將實體因素（社會密度）納入研究架構中。除此之外，本研究也建 議應將認知評價納入社會服務環境理論模型之中。透過本研究的研究結果，可以 瞭解認知評價在整個社會服務環境的評估中擔任重要的角色。未來相關的研究，
可以將社會服務環境理論模型加以擴張延伸，納入認知評價的變數，有助於同時 理解消費者的內在評估活動與外在行為表現，並理解社會服務環境的刺激確實會 對消費者的認知評價、情緒以及因應行為產生影響。
在認知評價的構面選擇上，除了目標一致性之外，尚有哪些認知評價（包括 主要評價層級與次要評價層級）會對消費的情緒、行為傾向產生顯著的影響，也 是值得探討的部分。此外，亦可以將此理論模型應用在其他的服務業種上，以進 行相關的研究驗證。
三、考慮社會服務環境與認知評價之間的調節變數
根據Lin（2004）的研究指出，在服務環境刺激影響認知過程之中，仍有兩 大調節變數會產生影響，分別是微觀觀點和巨觀觀點兩大項目。微觀觀點聚焦在 消費者的個人表現上，包括了個性特質、期待、目標行為、認知型態以及涉入程 度的高低。巨觀觀點則是探討大環境的變數，諸如社會文化的背景、個人主義和 群體主義以及人口統計變數、審美觀等。本研究為了使研究架構維持單純，未能
將這些調節變數納入研究之中，是缺憾之處，因此建議未來的研究能在社會服務 環境和認知評價之間納入這些可能的調節變數，以使研究模型能更加的完整與豐 富。
參考文獻
一、中文部分
1. 李怡菁，等待型態與等待發生的時點對消費者行為影響之研究—以網路銀行 為例，國立中央大學企業管理研究所未出版之碩士論文，1999。
2. 周文賢，多變量統計分析：SAS/SPSS使用方法，智勝文化，2002。
3. 劉方，高中生負向情緒經驗之分析研究，屏東師範學院教育心理與輔導研究 所未出版碩士論文，2000
二、英文部分
1. Arnold, M.B. (1960). Emotion and Personality, New York: Columbia University Press.
2. Bagozzi, R.P. and Yi, Y. (1989). On the Use of Structural Equation Models in Experimental Designs. Journal of Marketing Research, 26 (August), 271-284.
3. Baker, J. (1986). The Role of the Environment in Marketing Services. In: Czepiel, J, A., Congram C, A., and Shanahan J. (eds.), The Services Challenge: Integrating for Competitive Advantage, 79–84, Chicago, IL: American Marketing Association.
4. Baker, J. and Cameron, M. (1996). The Effects of the Service Environment on Affect and Consumer Perception of Waiting Time: An Integrative Review and Research Propositions. Journal of the Academy of Marketing Science, 24(4), 338–49.
5. Baker, J., Grewal, D. and Parasuraman, A. (1994). The influence of store environment on quality inferences and store image. Journal of the Academy of Marketing Science, 22(4), 328-39.
6. Baker, J., Levy, M. and Grewal, D. (1992). An Experimental Approach to Making Retail Store Environmental Decisions. Journal of Retailing, 68(4), 445–60.
7. Barker, R.G., 1968, Ecological Psychology: Concepts and Methods for Studying the Environment of Human Behavior, Stanford, CA: Stanford University Press.
8. Barsade, S.G. (2002). The Ripple Effect: Emotional Contagion in Groups’.
Administrative Science Quarterly, 47(4), 664–675.
9. Bateson J.E., Hui M.K. (1987). A model for crowding in the service experience:
empirical findings. In Czepiel, J.A., Congram, C.A. and Shanahan, J. (eds.), The Services Challenge: Integrating for Competitive Advantage, 85-89, Chicago:
American Marketing Association.
10. Belk, R.W. (1975). Situational Variables and Consumer Behavior. Journal of Consumer Research, 2 (December), 157–63.
11. Berman, B. and Evans, J.R. (1995). Retail Management: A Strategic Approach,
6th Edition, Prentice-Hall, Inc., Englewood Cliffs, NJ.
12. Bitner, M.J. (1992). Servicescapes: The impact of Physical Surroundings on Customers and Employees. Journal of Marketing 56 (April), 57–71.
13. Crosby, L., Evans, C. and Cowles, D. (1990). Relationship quality in service selling: an interpersonal influence perspective. Journal of Marketing, 54 (July), 68-81.
14. Donovan, R.J. and Rossiter, J.R. (1982). Store Atmosphere: An Environmental Psychology Approach. Journal of Retailing, 58(1), 34–57.
15. Donovan, R.J., Rossiter, J.R., Marcoolyn, G. and Nesdale, A. (1994). Store Atmosphere and Purchasing Behavior. Journal of Retailing, 70(3), 283–94.
16. Dube, L., Chebat, J.C. and Morin. S. (1995). The effects of background music on consumers’ desire to affiliate. Psychology and Marketing, 12(4), 305-19.
17. Eroglu, S. and Harrell, G.D. (1986). Retail crowding: theoretical and strategic implications. Journal of Retailing, 62(4), 346–63.
18. Harris, K. (1993). OOPs: Managing customer interaction. Proceedings of the SIMRU Conference on Managing Innovations in Service, April 5-7, Cardiff, UK.
19. Harris, K., and Davies, B. (1993). OOPs: Interactions in the servuction system.
Frontiers in Services Conference, American Marketing Association, Nashville, TN.
20. Harris, K., Baron, S. and Ratcliffe, J. (1995). Customers as Oral Participants in a Service Setting. Journal of Services Marketing, 9(4), 64–76.
21. Hochschild, A.R., 1983, The Managed Heart, Los Angeles: University of California Press.
22. Holt, D.B. (1995). How Consumers Consume: A Typology of Consumption Practices. Journal of Consumer Research, 22(1), 16–33.
23. Howard, D.J. and Gengler, C. (2001). Emotional Contagion Effects on Product Attitudes. Journal of Consumer Research, 28(2), 189–201.
24. Kotler, P. (1973–1974). Atmospherics as a Marketing Tool. Journal of Retailing, 49(4), 46–64.
25. Izard C.E., 1997, Human emotions, New York7, Plenum.
26. Izard C.E. (1993). Four Systems for Emotion Activation: Cognitive and Noncognitive Processes. Psychological Review, 100 (January), 68-90.
27. Laros, F.J.M., and Steenkamp J. (2005). Emotions in consumer behavior: a hierarchical approach. Journal of Business Research, 58, 1437–1445.
28. Lazarus, R.S., 1991b, Emotion and Adaptation, New York: Oxford University Press.
29. Lazarus, R.S., 1999, Emotion and Adaptation, New York: Oxford University Press.
30. Lazarus, R.S., 1974, The riddle of man, Englewood Cliffs, NJ: Prentice Hall.
31. Lazarus, R.S. and Folkman, S., 1984, Stress, Appraisal and Coping, New York:
Springer.
32. Lerner J.S. and Keltner D. (2000). Beyond valence: toward a model of emotion-specific influences on judgment and choice. Cognition and Emotion, 14(4), 473–93.
33. Lerner J.S. and Keltner D. (2001). Fear, anger and risk. Journal of Personality and Social Psychology, 81(1), 146–59.
34. Lin, I.Y. (2004). Evaluating a servicescape: the effect of cognition and emotion.
International Journal of Hospitality Management, 23, 163-178.
35. Lovelock, C. and Wirtz, J., 2004, Service Marketing: People, Technology, Strategy, 5th, Prentice-Hall International, Inc.
36. Lovelock, C.H. and Young, R.A. (1979). Look to customers to increase productivity. Harvard Business Review, May/June, 71-89.
37. Machleit K.A. and Eroglu S.A. (2000). Describing and Measuring Emotional Response to Shopping Experience. Journal of Business Research, 49, 101-111.
38. Machleit K.A., Eroglu S.A. and Powell M.S. (2000). Perceived retail crowding and shopping satisfaction: what modifies this relationship? Journal of Consumer Psychology, 9(1), 29– 42.
39. Mehrabian, A. and Russell, J.A., 1974, An Approach to Environmental Psychology. Cambridge, MA: MIT Press.
40. Mernis, C. and Rosch, E. (1981). Categorization of Natural objects. Annual Review of Psychology, 32, 89-115.
41. Milliman, R.E. (1986). The Influence of Background Music on the Behavior of Restaurant Patrons. Journal of Consumer Research, 13(2), 5–15.
42. Milliman, R.E. (1982). Using background music to affect the behavior of supermarket shoppers. Journal of Consumer Research, 13 (September), 286-9.
43. Mills, P.K., 1986, The Socialization of Client as Partial Employees of Service Organization: Managing Service Industries, Cambridge, MA: Ballinger Publishing Company.
44. Nunnally, J.C. 1978. Psychometric Theory. N.Y.: McGraw-Hill.
45. Nyer, P.U. (1997). A study of the relationships between cognitive appraisals and consumption emotions. Journal of the Academy of Marketing Science, 25(4), 296–304.
46. Oliver, R.L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17, 460-469.
47. Oliver, R.L. (1981). Measurement and evaluation of satisfaction process in retail settings. Journal of Retailing, 57, 34-57.
48. Pham, M.T., Cohen, J.B., Pracejus, J.W. and Hughes, G.D. (2001). Affect monitoring and the primacy of feelings in judgment. Journal of Consumer Research, 28, 167-188.
49. Plutchik R., 1980, Emotion: a psychoevolutionary synthesis, New York7, Harper
and Row.
50. Pranter, C.A. and Martin, C.L. (1991). Compatibility management roles in service performers. The Journal of Services Marketing, 5(2), Spring, 43-53.
51. Pugh, S.D. (2001). Service with a Smile: Emotional Contagion in the Service Encounter. Academy of Management Journal, 44(5), 1018–27.
52. Richins M.L. (1997). Measuring emotions in the consumption experience.
Journal of Consumer Research, 24(2), 127– 46.
53. Roseman, I., 1984, Cognitive Determinants of Emotion: A Structural Theory, Sage, CA: Beverly Hill.
54. Ruth J.A., Brunel F.F. and Otnes C.C. (2002). Linking thoughts to feelings:
investigating cognitive appraisals and consumption emotions in a mixed-emotions context. Journal of the Academy of Marketing Science, 30(1), 44– 58.
55. Russell, J.A. (1980). A circumplex model of affect. Journal of Personality and Social Psychology, 39, 1161-1178.
56. Russell, J.A. and Pratt, G.A. (1980). Description of the Affective Quality Attributed to Environments. Journal of Personality and Social Psychology, 38(2), 311–22.
57. Ryu, K., 2005, Dinescape, Emotions and Behavioral Intentions in Upscale Resturants. Unpublished doctoral dissertation, Kansas State University.
58. Scherer, K.R. (1984). On the nature and function of emotion: A component process approach. In Scherer, K. and Ekman, P. (eds.), Approaches to Emotion, Hillsdale, Lawrence Erlbaum, NJ.
59. Schiffman, H.R., 2001, Sensation and Perception, 5th Edition, New York: Wiley.
60. Schiffman, L.G. and Kanuk, L.L., 1978, Consumer Behavior, Prentice-Hall, Englewood Cliffs, NJ.
61. Shaver, P., Schwartz J., Kirson D. and O’Conner C. (1987). Emotion knowledge:
further exploration of a prototype approach. Journal of Personality and Social Psychology, 52, 1061– 86.
62. Smith, A.K. and Bolton, R.N. (2002) The Effect of Customers’ Emotional Responses to Service Failures on Their Recovery Effort Evaluations and Satisfaction Judgements. Journal of the Academy of Marketing Science, 30(1), 5-23.
63. Smith, C.A., and Ellsworth, P.C. (1985). Patterns of Cognitive Appraisal in Emotion. Journal of Personality and Social Psychology, 48(4), 813-38.
64. Smith, C.A. and Lazarus R.S. (1993). Appraisal Components, Core Relational Themes, and Emotions. Cognition and Emotion, 7, 233-69.
65. Stephens, N. and Gwinner, K.P. (1998) Why don't some people complain? A cognitive-emotive process model of complaint behavior. Journal of Academy of Marketing Science, 26 (Summer ), 172-189.
66. Stokols D. (1987). On the distinction between density and crowding: some
implications for future research. Psychology Review, 79 (May), 275–7.
67. Storm C. and Storm T. (1987). A taxonomic study of the vocabulary of emotions.
Journal of Personality and Social Psychology, 53, 805–16.
68. Sullivan, M. (2002). The impact of pitch, volume and tempo on the atmospheric effects of music. International Journal of Retail and Distribution Management, 30, 6/7, 323.
69. Sutton, R.I. (1991). Maintaining Norms about Emotional Expression: The Case of Bill Collectors. Administrative Science Quarterly, 36(2), 245–68.
70. Sweeney, J.C. and Soutar, G.N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
71. Sweeney, J.C. and Wyber, F. (2002). The role of cognitions and emotion in the music-approach-avoidance behavior relationship. Journal of Services Marketing, 16, 51-69.
72. Swinyard, W.R. (1993). The effects of mood, involvement, and quality of store experience on shopping intentions. Journal of Consumer Research, 20, 271-280.
73. Tombs, A.G. and McColl-Kennedy, J.R. (2003b). Social-servicescape Conceptual Model. Marketing Theory, 3(4), 37-65.
74. Tombs, A.G. and McColl-Kennedy, J.R. (2004). The importance of physical, social and contextual elements of the social-servicescape on customer affect and repurchase intentions. Competitive paper in Australian and New Zealand Marketing Academy Conference proceedings, Wellington, New Zealand, November 29 – December 1.
75. Tomkins, S.S. (1978). Script thoery: differential magnification of affects.
Nebraska Symposium on Motivation, 26, 201-236.
76. Turley, L.W. and Milliman, R.E. (2000). Atmospheric Effects on Shopping Behavior: A Review of the Empirical Evidence. Journal of Business Research, 49(2), 193–211.
77. Wakefield, K.L. and Blodgett, J.G. (1994). The importance of Servicescape in Leisure Service Settings. Journal of Service Marketing, 8(3), 66-76.
78. Westbrook, R.A. and Oliver, R.L. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18, 84-91.
79. Wicker, A.W. (1992). Making Sense of Environments. in W.B. Walsh, K.H.
Craik and R.H. Price (eds). Person-Environment Psychology: Models and Perspectives, 157–192, Hillsdale, NJ, Erlbaum.
80. Wilson, J., 1991, Word of Mouth Marketing, John Wiley, New York, NY.
附錄一 各情境問卷
情境問卷一：公事性質、正面事件 E-mail 信箱：
以下內容將模擬一個消費情境，請您假想自己正處於所描述的情境中，並想像自己是故事當 中的主角。根據每一階段所給予的指示，在各問項中就您身為故事主角的主場，填答您的感 受。
今天是一個重要的日子！因為你的上司指派你負責招待一位非常重要的客戶，進行業 務的洽談，面對上司賦予你的重大任務，你決定招待該名客戶到一家高級的餐廳用餐。
你的上司在你出發之前還特別叮囑你：「一定要招待周到，盡力讓客戶開心！」因此你盡 所能的讓自己表現得體，在和客戶一起進入餐廳坐定、點完餐之後，你聽見隔桌的客人正 在跟服務人員交談，這位顧客看起來很開心的樣子，並且對服務人員說：「我來了幾次，
覺得你們的東西都很好吃！我的朋友也對你們的餐點和服務讚不絕口呢！我真的很喜歡 這家餐廳！」
（閱讀完畢，請繼續翻到下一頁，謝謝）
各位先生／女士您好：
這是一份關於「購物環境中消費情境與顧客情緒關係研究」的學術性問卷，您 所填答的資料僅供學術研究統計分析使用，絕不會拿來作個別展示，敬請安心填 答。您的寶貴意見將為本研究帶來莫大的幫助與貢獻!
敬祝 平安
中山大學企業管理學系碩士班 指導教授：周逸衡 博士 研 究 生：陳昱廷
敬上 中華民國九十四年十二月
第一部份：操弄確認
在您閱讀完情境故事之後，請想像你是故事中的主角，並回答以下問題。
非常不同意 非常同意
1 2 3 4 5 6 7 1. 我認為這個情境中的故事可能會發生在我的
真實生活中。
2. 我認為這個情境中的故事並不具有真實性。
3. 我能融入此故事中的角色。
4. 故事中的用餐情境對我是很重要的。
5. 故事中的用餐情境對我而言是沒有意義的。
6. 其他顧客對服務人員說的話對我是很重要 的。
7. 其他顧客對服務人員說的話對我而言是沒有 意義的。
8. 如果情境中的故事發生在真實生活中，我認為這是正面或是負面事件？
正面事件 負面事件
9. 如果情境中的故事發生在真實生活中，我認為這是公事的或是私事的性質？
公事性質 私事性質
第二部份：情緒狀態
第三部分：認知衡量
第四部分：行為與心理反應
1. 10000 元以下 2. 10000~15000 元 3. 15001~20000 元 4. 20001~30000 元 5.
30001~40000 元 6. 40001~50000 元 7. 50001~70000 元 8. 70000 元以上 5. 除了學生的身份以外，您是否有其他兼職：
情境問卷二：私事性質、正面事件 E-mail： _____________
以下內容將模擬一個消費情境，請您假想自己正處於所描述的情境中，並想像自己是故事當 中的主角。根據每一階段所給予的指示，在各問項中就您身為故事主角的主場，填答您的感 受。
某個週末的用餐時間，你決定一個人到一家高級餐廳用餐。雖然這家餐廳名氣頗 大，但你並沒有實際去吃過。在服務人員引領你就座、點完餐之後，你聽見隔桌的客 人正在跟服務人員交談，這位顧客看起來很開心的樣子，並且對服務人員說：「我來了 幾次，覺得你們的東西都很好吃！我的朋友也對你們的餐點和服務讚不絕口呢！我真
某個週末的用餐時間，你決定一個人到一家高級餐廳用餐。雖然這家餐廳名氣頗 大，但你並沒有實際去吃過。在服務人員引領你就座、點完餐之後，你聽見隔桌的客 人正在跟服務人員交談，這位顧客看起來很開心的樣子，並且對服務人員說：「我來了 幾次，覺得你們的東西都很好吃！我的朋友也對你們的餐點和服務讚不絕口呢！我真