近年來，二手服裝在年輕消費者中越來越受歡迎，不僅因為其經濟或環境吸引力，還因為它提供的體驗和風格價值。然而，先前的研究很大程度上忽略了二手消費背後的情緒機制，尤其是在線下環境。本研究基於刺激-有機體-反應（SOR）模型，探討尋寶、獨特風格、潛在風險、社交尷尬四種刺激如何影響消費者的情緒反應（喜悅、驚訝、恐懼、信任），以及這些情緒如何影響他們在實體二手服飾店的購買意願。這項線上調查對 449 名台灣受訪者進行了調查，其中學生和女性佔大多數。使用SmartPLS 4進行分析，結果顯示尋寶和獨特的風格對喜悅和驚喜有正向影響，進而顯著提升購買意願。儘管人們認為潛在風險和社會尷尬會降低信任度，但這些關係並未被支持。此外，只有喜悅和驚訝對購買意願有顯著的正面影響，而恐懼和信任並沒有產生統計上顯著的影響。這些發現表明，在塑造消費者二手購物行為方面，發現和自我表達的情感訴求比傳統的對風險和社會形象的關注發揮更為重要的作用。該研究強調了情感在線下二手零售中的作用，為未來研究做出了貢獻，並為尋求設計情感吸引力商店體驗的營銷人員提供了實用建議。

In recent years, second-hand clothing has gained popularity among younger consumers, not only for its economic or environmental appeal but also for the experiential and stylistic value it offers. However, previous studies have largely overlooked the emotional mechanisms underlying second-hand consumption, particularly in offline contexts. Based on the Stimulus-Organism-Response (SOR) model, this study investigates how four stimuli—treasure hunting, unique style, potential risks, and social embarrassment—affect consumers’ emotional responses (joy, surprise, fear, and trust), and how these emotions influence their purchase intention in physical second-hand clothing stores. An online survey was conducted with 449 Taiwanese respondents, with students and females comprising the majority of the sample. Using SmartPLS 4 for analysis, the results show that treasure hunting and unique style positively influence joy and surprise, which in turn significantly enhance purchase intention. While potential risks and social embarrassment were hypothesized to reduce trust, these relationships were not supported. Furthermore, only joy and surprise were found to have significant positive effects on purchase intention, whereas fear and trust did not yield statistically significant impacts. These findings suggest that the emotional appeal of discovery and self-expression plays a more vital role than traditional concerns over risk and social image in shaping consumers’ second-hand shopping behavior. The study contributes to the literature by emphasizing the role of emotions in offline second-hand retail and offers practical implications for marketers seeking to design emotionally engaging store experiences.

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