隨著實體零售市場逐漸復甦，消費者回歸實體購物通路的趨勢也日益明顯。大多數消費者在購物旅程中會同時使用多種通路，實體門市仍在整體零售體驗中佔有關鍵地位。數位科技的導入使店內陳列（In-store Displays）逐漸轉型為兼具資訊性與互動性的行銷工具，對消費者行為的影響亦日益受到關注。過往研究多聚焦於陳列的配置位置或促銷效果，較少探討不同型態陳列所引發的情緒反應及其對非計畫購買（Unplanned Purchase）之影響。因此，本研究以刺激-有機體-反應（Stimulus-Organism-Response, SOR）理論為架構，將店內陳列依數位互動程度劃分為靜態、動態與互動三種類型，探討其如何透過正面與負面情緒反應影響非計畫購買意圖。

本研究採用實驗問卷法，以圖片模擬三種情境，共回收289份有效樣本，透過結構方程模型得出研究結果為：（1）店內陳列對正面與負面情緒具有顯著影響，（2）正面與負面情緒皆對非計畫購買具有顯著影響，（3）店內陳列中只有感知有用性對非計畫購買具有顯著直接影響，（4）情緒反應在店內陳列與非計畫購買之間具有完全中介效果。多群組分析結果指出三種類型店內陳列在整體模型無顯著差異，但在靜態陳列情境中，感知有用性刺激非計畫購買的表現較好，顯示企業可依產品性質或資源條件彈性選用靜態店內陳列，達到成本效益與刺激購物效果兼具之目的。研究結果補足過往店內情境研究之不足，也提供零售業者和品牌方在設計店內陳列時兼顧資訊內容與情緒引導的實務建議。

As the physical retail market continues to recover, consumers are increasingly returning to brick-and-mortar stores. Driven by digital innovation, in-store displays have been transformed into tools that combine informational and interactive functions that significantly influence consumer behavior. However, past research has focused mainly on display placement or promotional effects. This study classifies in-store displays into three types—static, dynamic, and interactive—based on their level of digital interaction, and applies the Stimulus-Organism-Response theory to examine how these formats influence unplanned purchase intention via positive and negative emotional responses.

An experimental survey using images of each display type collected 289 valid responses. Structural equation modeling was used for analyses. The results reveal: (1) in-store displays significantly affect both positive and negative emotional responses; (2) both emotional responses significantly influence unplanned purchase; (3) only perceived usefulness directly impacts unplanned purchase; and (4) emotional responses completely mediate the relationship between in-store display and unplanned purchase. Multigroup analysis shows no significant differences in model fit or path coefficients across the three display types. Furthermore, only perceived usefulness has a direct and significant effect on unplanned purchases, so these findings suggest that retailers and marketers can adopt static displays without compromising their ability to influence shopper behavior. This study clarifies the emotional mechanisms of in-store displays and offers insights for in-store marketing design.

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