購買環境深深的影響著消費者在店內採購行為，人包含了店裡其他顧客與店員也為購買環境因子之一。過去研究著重於店員的影響，然而，除了店員之外，其他顧客也漸漸受到研究者的重視。因此本研究的重點主要有二：一、探討顧客是否會注意及受到店裡其他顧客的影響。二、加入與店員良好的互動是否能有效提昇原本受到其他（令人討厭）顧客之影響，產生正面的效果。
在高涉入購買行為中，複雜的決策過程，透過資訊搜集來做出正確選擇，其他顧客也扮演了資訊的角色。不同的顧客類型對消費者產生不同的影響，令人喜歡的顧客對消費者決策產生正面影響；而令人討厭的顧客，將對消費者決策產生負面影響。而店員的加入將提昇消費者整體感受，也讓管理者更能對員工採取正確之教育訓練。
本研究透過兩個實驗設計來分別探討店內顧客與店員兩種力量的影響，實驗一檢測商店內兩種顧客類型-令人喜歡、令人不喜歡-是否引起消費者注意，並對購買品牌服飾產生影響。實驗二驗證了當顧客與店員間出現良好互動後，顯著提昇消費者的購買意願及對商店形象的衡量。最後提出管理建議，以供管理者更了解消費者，研擬適切的行銷策略與服務準則，對未來消費者行為研究上提供另一探索角度與方向。

This study attempts to discover the effects of a service encounter both follow customers and service personnel on high-involvement product purchases, with special attention to brand preference. Two experiments were designed to probe into how the follow customers and its combining effects with service personnel influence consumers’ purchase intentions and store image. In study 1, the results show that shoppers indeed pay attention to the follow customers and disliked follow customers induce lower levels of follow tendency, while liked follow customers induce no significant difference. Liked and disliked follow customers evoke asymmetrical levels of purchase intention and store image. In study 2, the results suggest that a good interaction with service personnel improve the evaluation towards purchase intention and store image regardless of types of customer encounters. However, a good interaction providing after encountering liked follow customers still demonstrate overall greater positive attitudes.

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