由於許多消費者的購買決定都發生在商店內，瞭解如何在商店內影響消費者的購買意願十分重要。因此，本研究目的主要探討店內刺激對消費者購買意願的影響與消費者是否計畫購買的調節效果。在本研究中，有三個店內刺激變數，包括品牌名稱、商品包裝圖片資訊性與產品擺設。品牌名稱有二個構面，分別為知名品牌和品牌名稱資訊。商品包裝指包裝上的圖片資訊性。本研究使用2 x 3的受試者間實驗設計。實驗操弄因子為產品擺設與消費者是否計畫購買。產品擺設有三個操弄水準，分別為大量擺設、特別擺設與一般擺設。消費者是否計畫購買有二個操弄水準，分別為已計畫購買與未計畫購買。本研究以情境式的實驗設計，以餅乾及洗髮乳作為本研究的研究產品，呈現餅乾及洗髮乳在實體零售賣場的模擬圖片，讓受訪者想像在該實驗情境中執行消費決策，並填答在該情境中的購買意願。共回收457份有效問卷。本研究獲得的主要研究結論如下：
1. 知名的品牌能夠提升消費者的購買意願。品牌名稱和包裝圖片的資訊性均對消費者購買意願有所影響。品牌愈知名、包裝圖片資訊性愈高，消費者的購買意願會越高。
2. 消費者是否計畫購買對店內刺激產生的消費者購買意願具有調節效果。相較於已計畫購買的消費者，原先沒有計畫要購買而選擇要購買商品的消費者，品牌名稱資訊與商品包裝圖片資訊性對購買意願的影響較高。

Because most of consumers’ buying decision were made in the store, it is important to explore how the in-store stimuli worked. The primary purpose is to examine the effect of the brand name, packaging and shelf display of a product as in-store stimuli on consumers’ purchase intention. In addition, the second objective is to know the moderating effect of different consumer types.
In this study, there were three in-store stimuli variables, including brand name, pictures on the package, and product display. Brand name was divided to two factors, well-known brand name and inform ability. Package was specifically refers to the inform ability of the pictures on the package. A 2 (consumer types—planners versus unplanned consumer) by 3 (display—normal, larger quantity, and special display) between subject experimental design were used in this study. Cookies and shampoo were the researched product in this study. Pictures of the shelf display for two product categories simulate the real display in the retail store were presented to respondents, and respondents were ask to make their buying decision based on the retail display. A total of 457 valid responses were collected.
The research findings can be concluded as the followings. First, the well-known brand name enhanced consumers’ purchase intention. The inform ability of brand name and pictures on the package have significant effect on purchase intention. The higher the inform ability, the higher the purchase intention. Second, consumer type has moderating effect of in-store stimuli on purchase intention. Compare to the consumer planned to buy the product, the inform ability of brand name and package have higher influence on purchase intention for the consumer they choose to buy the product which they did not plan to buy initially.

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