電子產品在有特色的展示情境中的認知，常能促使消費者感動，引起注意。消費者在購買商品的過程中，除本身的需求外，最先是受到視覺環境或造形物的刺激，在經歷了一連串的心理歷程後，最後購買，所以，產品設計不僅是滿足使用者需求的功能，對於展示時的「人－物－環境」之間的情境關係，更要模擬與考量。本研究探討展示情境的改變，對產品意象是否有所影響或差異，最後建立展示情境與產品意象的量化關係，結論如下：
(1)產品與背景同時出現，影響產品意象。
(2)經歷一段背景後出現產品，影響產品意象。
(3)「經歷一段背景後出現產品」中的「知覺連結」，不一定影響產品意象，因為知覺連結的隱喻，不一定能被理解。
(4)「產品與背景同時出現」中的「知覺連結」，不一定影響產品意象，因為知覺連結的隱喻，不一定能被理解。
(5)「產品與背景同時出現」中的「知覺對比」，不能影響產品意象。
(6)「經歷一段背景後出現產品」中的「知覺對比」，不能影響產品意象。
(7)「經歷一段背景後出現產品」中的最後一張背景環境，不一定影響產品意象。
(8)初始心情除了對於產品與背景同時出現有影響外，其它狀況幾乎不會受到影響。
(9)實驗概念之意象所累加的意義，在「經歷一段背景後出現產品」中是適用的。

The cognition of electronic products in characteristic display situations often facilitates customers’ affective attention. In addition to demands, customers are affected by the stimulation of visual environments or product styles during the purchasing process. The purchase is the final action after a series of mental processes. Therefore, product design needs to satisfy users’ requirements and also simulate and conclude the situational relationship of ‘people-object-environment’ in display. This paper explored whether the change of display situations influenced product images or not. Finally the quantitative relationship of display situations and product images was built. The conclusions were:
(1)The simultaneous appearance of products and backgrounds influenced product images.
(2)Products appeared after backgrounds influenced product images.
(3)The ‘cognitive link’ of ‘products appeared after backgrounds’ unnecessarily influenced product images for the metaphor of the cognitive link cannot be definitely understood.
(4)The ‘cognitive link’ of ‘products and backgrounds appeared simultaneously’ unnecessarily influenced product images for the metaphor of the cognitive link cannot be definitely understood.
(5)The ‘cognitive contrast’ of ‘products and backgrounds appeared simultaneously’ cannot influence product images.
(6)The ‘cognitive contrast’ of ‘products appeared after backgrounds’ cannot influence product images.
(7)The last background of ‘products appeared after backgrounds’ unnecessarily influenced product images.
(8)The initial emotion was influenced by merely the simultaneous appearance of products and backgrounds and was not influenced by other conditions.
(9)The accumulative meaning of images was applicable to ‘products appeared after backgrounds’.

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