在消費者購買物品的決策過程當中，商品本身跟服務可能只是整個購物行為參考的一部份而已。除商品之外，商品被擺設的環境，包括：店內氣氛、商店的設計及動線規劃等皆為塑造商店的重點，商店環境會影響消費者行為，本研究旨在探討商店環境因素可能因個別不同刺激的程度而改變消費者的購物策略，然後將其結果反應呈現在利他的及快樂的價值上。研究結果顯示，消費者在氛圍、商店設計及動線方面等環境因素具高刺激感者較具有正面評價的意義；但在負面評價當中則有商店內商品擺設過於擁擠的負環境因素。主要的吸引消費者購物的策略並沒有發現，但消費者具高感度刺激程度者較能獲得更多的快樂程度。

In the process of consumer buying decision, the product and service is just the part of shopping. Except the product, including the atmosphere , space design , and route are the point to creative the shop establishment. Thus, the environment of product will influence the most important factor of consumer's buying decision. Store environments affect consumer behaviors. This paper proposes that the effects of store environment elements may vary with consumer shopping attractive strategy and individual optimum stimulation level, and then influence utilitarian and hedonic value. A field study was conducted to test the hypotheses. The results suggest that consumers with high optimum stimulation levels have more favorable evaluations on positive environmental elements (atmosphere, space design and route), but more negative evaluations on negative elements (retail density). The main effects of shopping attractive strategy were not found. Consumers with high optimum stimulation levels receive more hedonic value. The two search groups (task/recreation) differ only on utilitarian value.