摘要：非计划性购买是衡量零售商与顾客之间沟通效果的一个重要指标。本文以M-R模型为基础，提出了AS-OE-BR(氛围刺激-个体情绪-行为反应)模型，试图在中国背景下探索影响顾客情绪的商店氛围因子，进而研究这些氛围因素对顾客情绪和非计划性购买的影响。研究表明中国顾客对商店氛围各因子的感知基本与西方顾客相同，但中国顾客似乎比外国顾客更少受商店氛围的影响，由情绪变化产生的非计划购买率也较低。

    关键词：商店氛围；情绪；非计划性购买；零售业

    中图分类号：F715 文献标识码：A

    The Influence of Stores′ Atmosphere on Customer′s Emotion and Their Unplanned Purchase Behavior

    WU Si,WANG Lu

    (School of Economics and Management, Wuhan University, Wuhan 430072,China)

    Abstract： Unplanned purchase is an important index to measure the effect of communication between the retail and their customer. This paper brings forward an AS-OE-BR (atmosphere stimulate-ontogenesis emotion-behavior feedback) model based on the traditional M-R model, attempting to explore the store atmosphere factors influencing the customs′ emotion in Chinese culture background and study these factors′s influence on customer′s emotion and unplanned purchase. The study indicates that the feeling of Chinese customer toward the store atmosphere is almost same as the western, but Chinese customer is less effected by the factors, and the unplanned purchase stimulated by the emotion waving is also lower. ......