當消費者在實體店面選購時，除了受到產品本身設計的影響，還同時會接受來自於產品周遭環境的感官刺激，進而使得其滿意度、購買意願隨之改變；若商家使消費者在過於理想的選購環境中產生了太多期望，可能會在購回後因為與實際的使用狀況不同而導致期望落差。因此，本研究旨在找出能同時達成「使消費者的購買意願提昇至超過門檻」及「避免在購回後產生負向期望落差」的選購環境之附加視覺刺激設計，據以提供給商家參考。為達成上述目的，本研究著重於視覺體驗對於產品選購過程的影響，並選定掛鐘為標的產品，探討燈光、陳列方式等兩項附加視覺刺激設計參數對於購買意願及滿意度的影響。首先，透過向大眾調查及專家意見精選 18 組適合用於描述掛鐘的雙極感性語彙五點量表與 2 組反映滿意度與購買意願之視覺類比量表。其次，本研究另透過問卷調查大眾對掛鐘的選購情境之偏好與使用習慣，98 筆填答結果顯示：有51.0%的填答者反映「特定氛圍的選購環境確實可提昇消費者的購買意願」，且另有 39.8%的填答者表示「曾在購回後因實際使用與預期有落差而導致負面情緒」，皆支持本研究目標的重要性。接著本研究招募 32 名 20~39 歲、目前住所中無掛鐘且環境敏感度分數低於 16 分的參與者，皆透過語意區辨量表、視覺類別量表、訪談蒐集其在選購及使用掛鐘時的主觀感受。每位參與者皆體驗兩種選購情境，一是無特別營造氛圍之選購情境，二是以附加視覺刺激營造氛圍之選購情境，其中第二階段包含四種設計組合、採組間設計（各有七或八位參與者）。完成前兩階段後，再進行二個禮拜的長時間互動體驗、模擬「購回使用」的情境，以觀察是否出現期望落差，其間的資料蒐集與前兩階段相同，最終再進行線上訪談。 30 位有效樣本的分析結果顯示，其購買意願與滿意度為顯著高度正相關，因此可分別以購買意願、滿意度反映在選購階段、購回使用階段對於掛鐘之主觀評價。此外，亦發現選購環境中的附加視覺刺激確實得以顯著地提昇消費者之購買意願，且在購回使用後並未衍生顯著的負向期望落差，代表本研究提出之附加視覺刺激設計確實有達成預期之效果。最終本研究勉強以「將掛鐘置於玄關，並投以暖色光」作為以附加視覺刺激營造選購環境氛圍之建議，商家可藉此提昇消費者之購買意願、避免期望落差；此外，除了燈光、陳列方式的設計，只要能營造掛鐘的選購環境、使其看起來更加「小巧的」、「典雅的」、「吸引人的」，就有機會提昇消費者的購買意願。

When purchasing in physical stores, customers are not only influenced by the product design itself but also by the surrounding environment. If retailers create an ideal shopping environment that raises the purchase intention too much, it may lead to expectation disconfirmation. Therefore, this study aims to identify the visual stimulus designs in shopping environment that help not only enhance the consumer’s purchase intention but also avoid negative expectation disconfirmation after purchase.Focusing on the effects of additional visual stimuli, this study took wall clocks as an example to explore how lighting and display methods the customer’s influence purchase intention and satisfaction. Through surveys with the general public and experts, 18 pairs of bipolar adjectives and 2 pairs for assessing satisfaction and purchase intention were determined. Besides, the responses by 98 people revealed that 51.0% agreed with the fact that specific shopping environment may enhance purchase intention, while 39.8% experienced negative emotions due to expectation disconfirmation after purchase. In other words, the purposes of this study are properly supported. The study then recruited 32 participants aged 20-39 years old, who currently do not own wall clocks and scored below 16 on the questionnaire for environmental sensitivity. Each participants completed semantic differential scales, the visual analog scale, and interviews after experiencing two purchasing scenarios: one with the products only and one with additional visual stimuli to create a specific atmosphere. The second scenario covered four design combinations in a between-groups design, with each group including seven to eight participants. After completing the first two phases, a two-week interaction was conducted at the participant’s home to observe whether expectation disconfirmation occurs. In addition to the same measures as collected in purchasing scenarios, an online interview was conducted at the end. Among the 30 valid samples, their purchase intention and satisfaction are significantly positively correlated. This allows the use of two measures to represent the participant’s subjective feeling during and after purchase respectively. Results showed that the additional visual stimuli in the shopping environment indeed help enhance the customer’s purchase intention. Moreover, no significantly negative expectation disconfirmation was observed after purchase. In other words, the proposed design of additional visual stimuli worked successfully.
Finally, it is recommended to consider "placing the wall clock in the entryway with warm lighting" for the shopping environment. In addition to the design of lighting and display methods, the atmosphere that makes the wall clock and the surrounding environment look more "compact," "elegant," and "appealing" could boost the customer’s purchase intention.

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日文部分：
1.川喜田二郎（1967）発想法．中公新書，東京：中央公論社．