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Relationships of Atmosphere and Perceived Service to Patronage Intention


  • Jer-Yan Lin

    (Department of Statistics, Feng Chia University, Taiwan)


This study explores the inter-relationships among atmosphere, crowding, and perceived service to patronage intention. Taiwan¡¦s night-market business district is used for empirical study. The results show that perceived service is a partial mediating element between business atmosphere and patronage. Crowding and service perceptions have positive direct effects on patronage, and atmosphere has direct negative effects on patronage. In lower consumption night markets, perceived service is the most influential factor for patronage. The results suggest that operators of night-market stores may be able to increase the patronage intention by improving service quality.

Suggested Citation

  • Jer-Yan Lin, 2008. "Relationships of Atmosphere and Perceived Service to Patronage Intention," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 4(1), pages 89-102, January.
  • Handle: RePEc:jec:journl:v:4:y:2008:i:1:p:89-102

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    References listed on IDEAS

    1. Michael S. Haigh & John A. List, 2005. "Do Professional Traders Exhibit Myopic Loss Aversion? An Experimental Analysis," Journal of Finance, American Finance Association, vol. 60(1), pages 523-534, February.
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    3. Bram Cadsby, C. & Maynes, Elizabeth, 2005. "Gender, risk aversion, and the drawing power of equilibrium in an experimental corporate takeover game," Journal of Economic Behavior & Organization, Elsevier, vol. 56(1), pages 39-59, January.
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    5. Scotchmer, Suzanne, 2008. "Risk taking and gender in hierarchies," Theoretical Economics, Econometric Society, vol. 3(4), December.
    6. Kahneman, Daniel & Tversky, Amos, 1979. "Prospect Theory: An Analysis of Decision under Risk," Econometrica, Econometric Society, vol. 47(2), pages 263-291, March.
    7. Becker, William E & Johnston, Carol, 1999. "The Relationship between Multiple Choice and Essay Response Questions in Assessing Economics Understanding," The Economic Record, The Economic Society of Australia, vol. 75(231), pages 348-357, December.
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    More about this item


    crowding; atmosphere; perceived service; patronage; night market;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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