本研究主要在探討消費者於實體賣場內的消費行為，透過許多因素造成消費者的想像以及需求的改變，並藉由發放問卷的方式讓受試者透過問卷中的問題想像自身在實體賣場碰到這些影響因素時，是否會產生個人不一樣的想法進而有不同的消費決策。

在研究一之中，藉由購物情境中走道的寬窄與產品類別中的產品外觀以及包裝經由三因子變異數分析來探討消費者的購物想像以及消費者決策是否會受到外在因素的影響，進而導致內在因素改變，最後造成不一樣的消費習慣或決策。而研究一也驗證了舒適的購物情境、精緻的產品外觀以及小的產品包裝更容易讓消費者產生正面的心理狀態進而使其購物想像以及消費決策有正向的影響。

在研究二之中，除了研究一固有的購物情境和購物想像外，還增加了價格認知、購買動機，除了透過購物情境中走道的寬窄作為探討的基準外，也透過價格認知中對消費者有利或無利的感知來探討對消費者購物想像和其購買動機的影響，最後研究驗證舒適的購物情境與有利的感知對於消費者的購物想像和購買動機的影響最具顯著影響效果。

In this study, we investigated the consumer behavior in physical stores through many factors that cause changes in consumers' imagination and demand, and we asked the participants to imagine whether they would think differently and make different consumer decisions when they encountered these factors in physical stores.

In Study 1, the width of aisles in shopping situations, product appearance in product categories, and packaging were analyzed by a three-factor analysis of variance to explore whether consumers' shopping imagination and consumer decisions are influenced by external factors, which lead to internal factors that result in different consumption habits or decisions. Study 1 also confirmed that a comfortable shopping environment, sophisticated product appearance, and small product packaging are more likely to generate a positive psychological state for consumers, which in turn leads to a positive influence on their shopping imagination and consumer decisions.

In Study 2, in addition to the shopping context and shopping imagination, price perceptions and purchase motivation were added to the study. The final study verified that comfortable shopping situations and favorable perceptions have the most significant effect on consumers' shopping imagination and purchase motivation.

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