本研究旨在探討快速消費品於實體賣場不同陳列情境下，賣場端刺激如何透過消費者態度影響衝動性購買行為。隨著快速消費品廠商持續投入實體通路之陳列、促銷與展示資源，了解不同賣場端行銷資源是否能有效被消費者感知，並進一步促發購買反應，是重要的管理議題。基於Stimulus–Organism–Response（S-O-R）模型，本研究將商品組合、陳列位置與動線便利性，以及商品展示作為外部刺激，消費者態度作為個體內在狀態，並以衝動性購買作為行為反應，進一步比較冰櫃、貨架與落地陳列三種常見飲品陳列情境之差異。
　　本研究採問卷調查法蒐集資料，研究對象為曾於台灣實體賣場購買飲品之消費者。問卷共分為冰櫃、貨架與落地陳列三種版本，最終取得有效樣本 479 份，其中冰櫃組 159 份、貨架組 161 份、落地組 159 份。資料分析方法包含探索性因素分析、信度與效度分析、多變量變異數分析、單因子變異數分析、迴歸分析，以及 Baron and Kenny 四步驟法與 Sobel 檢定之中介效果分析。
　　研究結果顯示，不同陳列情境在商品組合、陳列位置與動線便利性、商品展示及消費者態度上皆具有顯著差異，但在衝動性購買上未達顯著差異。此結果表示，陳列方式本身雖會影響消費者對賣場端刺激與推薦商品的感知及態度評價，但不必然直接造成衝動性購買差異。進一步而言，商品展示在冰櫃、貨架與落地陳列三種情境中皆能顯著正向影響消費者態度，是最穩定的賣場端刺激因素；商品組合則僅於冰櫃與落地陳列情境中具有顯著影響；陳列位置與動線便利性則僅於落地陳列情境中具有顯著影響。此外，消費者態度在三種陳列情境下皆能顯著正向影響衝動性購買，顯示消費者對陳列方式與推薦商品所形成之正面態度，是促發衝動性購買的重要心理機制。
　　中介效果分析進一步指出，消費者態度在不同陳列情境中具有情境化中介效果。在冰櫃情境中，僅陳列位置與動線便利性能透過消費者態度影響衝動性購買；在貨架情境中，商品組合與陳列位置與動線便利性呈現完全中介效果，商品展示則呈現部分中介效果；在落地陳列情境中，商品組合與陳列位置與動線便利性亦呈現完全中介效果，商品展示則呈現部分中介效果。整體而言，本研究支持Stimulus–Organism–Response（S-O-R）模型之理論邏輯，並指出快速消費品廠商於實體賣場進行資源配置時，不應僅關注陳列位置或曝光程度，而應重視該陳列方式是否能使消費者形成正向態度，進而提升衝動性購買之可能性。

This study investigates how in-store marketing stimuli influence impulse buying through consumer attitudes in different merchandising scenes for fast-moving consumer goods. Drawing on the Stimulus–Organism–Response framework, this study conceptualizes merchandise assortment, store layout, and product display as external stimuli, consumer attitude as the organismic state, and impulse buying as the behavioral response. A questionnaire survey was conducted among consumers who had purchased beverages in physical retail stores in Taiwan. Three questionnaire versions were designed to represent refrigerator display, shelf display, and floor display scenes. A total of 479 valid responses were collected. The empirical results show that different merchandising scenes significantly differ in merchandise assortment, store layout, product display, and consumer attitude, but not in impulse buying. Product display consistently and positively affects consumer attitude across all three scenes, while the effects of merchandise assortment and store layout vary by scene. Consumer attitude positively affects impulse buying in all scenes and mediates several stimulus–response relationships. The findings support the S-O-R logic and suggest that FMCG firms should evaluate in-store resources not merely by visibility or display location, but by their ability to generate favorable consumer attitudes.

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