價格與品牌名稱是判斷品質的重要資訊，形成消費捷思的兩個基模，「品牌名稱‐品質」與「價格‐品質」基模，這兩個基模減少在商品品質判斷上的心力，相對卻還是有判斷自信。商品資訊的傳達，除商品本身外，更重要的是商品陳列，消費者所面對的第一線不是員工，而是陳列商品的貨架，陳列影響消費者對於商品資訊判斷的可能，故本研究旨在探討商品陳列如何影響消費者對商品品質的捷思判斷，其中有陳列結構性與陳列優先性，以及商品陳列與價格異同對消費捷思的影響。

“Brand name-quality schema” and “Price-quality schema” are two major reasons that lead to consumer heuristic. The information of price and brand name are very important factors to judge quality. Although both schemas reduce the judgment power of quality, they are still provided with the confidence of judgment. However, the display of merchandise is very essential to convey the information of merchandise, because the display of merchandise will at their first mind while choosing products. Thus, the display of merchandise will influence the judgment of consumers. As a result, the purpose of this study want to explore how display of merchandise will influence consumers’ heuristic to merchandise quality, the influence of display structure and display precedence, display and similarities and dissimilarities of price to consumers’ heuristic will also be included.

摘要 ........................................i
ABSTRACT ......................................iii
致謝 ........................................v
目錄 .......................................vi
圖目錄 .......................................ix
表目錄 ........................................x
第壹章 緒論 ........................................1
第一節 研究背景與動機 ...............................1
第二節 研究目的 ...............................4
第三節 研究流程 ...............................5
第貳章 文獻探討 ........................................6
第一節 商店環境 ...............................6
一、環境知覺 ...............................6
二、服務實景 ...............................9
第二節 商品陳列 ..............................13
一、商品陳列的意義 ..............................13
二、相關研究 ..............................14
三、商品陳列的重要性 .....................16
第三節 捷思決策 ..............................18
一、消費捷思 ..............................18
二、消費者決策模式 ..............................20
三、相關研究 ..............................24
第四節 商品陳列與捷思之關係 .....................28
第參章 研究設計 .......................................35
第一節 研究架構與假設 ..............................35
第二節 研究方法設計及量表工具 .....................38
一、研究方法 ..............................38
二、變數定義 ..............................43
三、實驗架構 ..............................46
四、量表工具 ..............................47
第三節 實驗參與樣本 ..............................49
第四節 實驗地點、實驗流程與操弄檢驗 ............49
一、實驗地點 ..............................49
二、實驗進行流程 ..............................50
三、自變項的操弄檢驗 .....................53
第五節 研究工具信度之檢定 .....................55
一、內部一致性 ..............................55
二、再測信度 ..............................55
第六節 資料分析方法 ..............................56
第肆章 研究結果與討論 ..............................57
第一節 研究工具之信度分析 .....................57
一、內部一致性信度結果 .....................57
二、再測信度（test-retest reliability）結果 ..59
第二節 操弄檢驗檢定 ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,60
第三節 商品陳列對消費捷思之影響 .....................61
一、捷思的測量 61
二、陳列結構性、陳列優先性與價格對消費捷思之影響分
析...........................................63
三、陳列結構性搭配不同價格對消費捷思之影響 ..65
四、陳列結構性對消費捷思之影響 ...........68
五、陳列優先性搭配不同價格對消費捷思之影響 ..69
六、陳列優先性對消費捷思之影響 ............72
七、價格對消費捷思之影響 .....................73
第四節 研究討論 ..............................74
一、價格、陳列結構性與陳列優先性 ............74
二、陳列結構性與陳列優先性 .....................75
三、價格 .......................................78
第伍章 結論與建議 ..............................79
第一節 研究結論 ..............................79
一、陳列結構性對消費捷思的影響 ............79
二、陳列優先性對消費捷思的影響 ............81
三、價格對消費捷思的影響 .....................82
四、總結 .......................................83
第二節 行銷意涵 ..............................85
第三節 未來研究建議 ..............................87
第四節 研究限制 ..............................91
參考文獻 .......................................92
附錄一 實驗量表（價格相同情境） ....................104
附錄二 實驗量表（價格不同情境） ....................107
附錄二 第一次焦點團體訪談逐字搞 ....................110
附錄三 第二次焦點團體訪談逐字搞 ....................113
附錄四 實驗情況圖片 .............................116

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