陳列展示差很大！感官與購買意圖間之研究

Differences across Display！The Relationship among Experience and Purchase Intention

商品的陳列及展示卡是企業與顧客間最重要的接觸管道。本研究以實驗設計法進行，商品陳列方式（非關聯性陳列 VS.關聯性陳列）與展示卡內容（現有展示卡 VS.白字新式展示卡 VS.黃字新式展示卡）二項自變數，透過圖片搭配不同的感官體驗建立五種實驗情境，分析受測者在不同情境下，對陳列及展示卡的視覺吸引力、觸摸行為有何影響，以及是否會影響購買意圖做回應。
研究結果顯示，陳列方式之改變會影響顧客的注視順序，但當陳列方式分為關聯及非關聯陳列與顧客的視覺吸引力間不是顯著影響。再者，展示卡內容會對顧客的視覺吸引力產生明顯作用，當受測者觀看展示卡時，以重點標示的列點式展示卡最能讓顧客注意到。最後，要提升消費者觸摸意願，讓消費者透過觸摸行為進而增加購買意願，視覺吸引力也會對其產生影響。綜合以上的研究發現，期望可幫助企業對陳列方式及展示卡內容對於感官體驗及購買意圖有更深一層了解，並且透過改變商品貨架陳列、展示卡內容達到顧客的購買意願提高。

Product displays and display cards are the most effective contact channels between enterprises and customers. The present study was conducted using the experimental design method. The two independent variables of commodity display mode (non-related display vs. related display) and display card content (existing display card vs. white character new display card vs. yellow character new display card) established five experimental situations through pictures with different sensory experiences and analyzed the subjects' visual attraction to display and display card under different situations. Based on this analysis, we can determine whether touch behavior influences purchase intention. The present study shows that the change of display mode itself influences the customers' gaze sequence. However, there is no significant relationship between display mode and customer visual attraction when distinguishing between related and unrelated displays. In addition, the content of the display card has a huge impact on the visual attraction of customers. When the subjects look at the display card, the highlighted strips with key markings attract the customers' attention. Finally, it is also necessary to increase consumers' willingness to touch to increase their purchase intentions through touch behavior, with the visual appeal being an important factor. The present study will help researchers and companies to improve their understanding of display card presentation and content, sensory experience, and purchase intentions. In this way, they can change the merchandise display and the content of display cards to improve customers' purchase intention.