Volume & Issue no: Volume 3, Issue 11, November 2014
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Title: |
The Impact of Environmental Perception on the Motivation and Willingness for Consumption of Internet Cafe Customers |
Author Name: |
Feng-Hsiang Chang and Chih-Yung Tsai |
Abstract: |
ABSTRACT
This study used environmental quality to investigate the influence of Internet café environmental quality on the motivation and
willingness for consumption of customers in Pingtung, Taiwan. Results from questionnaire surveys indicated that the
environmental perceptions of Internet café customers have a significant influence on their motivations and willingness to
engage in consumption. Consumer motivations also exert a significant influence on consumer willingness. The results of this
study suggest that owners and operators of Internet cafés improve the lighting, room temperature, and cleanliness of Internet
cafés to help increase consumer motivation. In addition, to help raise consumer willingness, Internet cafés must be located in
an area convenient for travel; the seats and doors within must be designed for convenience and smooth traffic flow; and the
levels of interpersonal communication and activity among consumers must be increased.
Keywords:- internet café, environmental perception, consumer motivation, consumer willingness |
Cite this article: |
Feng-Hsiang Chang and Chih-Yung Tsai , "
The Impact of Environmental Perception on the Motivation and Willingness for Consumption of Internet Cafe Customers" , International Journal of Application or Innovation in Engineering & Management (IJAIEM) ,
Volume 3, Issue 11, November 2014 , pp.
373-380 , ISSN 2319 - 4847.
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