顧客在線上或線下購物的想法有沒有不同？這對據以從事虛實整合的規劃很重 要。從環境心理學的觀點，「環境刺激─行為個體─趨避回應」（S-O-R）模型似乎 適宜用以探索此議題。經回顧相關研究發現，對於其中「行為個體」的衡量變數通 常是後設認知及情感反應，心理模式仍然是遮蔽的。本研究首先將「S-O-R」延伸為 「S-S´O´R´-R」概念，以「S´O´R´」代表心理模式。然後針對消費者行為，將心理模 式擴充為「顧客消費體驗預期」觀念架構。此外，本研究以服飾類採購為例進行實徵 試驗，透過網路與紙本共收回828 份有效問卷，並以PLS 及SPSS 分析，結果顯示顧 客在實體/ 虛擬環境下之消費體驗預期有顯著差異。本研究結果有助於實體及虛擬商 店業界管理行銷策略，並裨益後續學術研究參考。

Is there any difference in customer’s mind between online and offline purchase, or not? It is critical for the virtual/physical integration planning accordingly. From the perspective of environmental psychology, it seems that the “S-O-R” (stimulus - organism - response) model is suitable for exploring such issue. After reviewed related research, the middle “O” was usually measured by meta-cognition and reflective affection variables, still keep the mental model masked. This study firstly extends “S-O-R” to “S-S´O´R´-R” in which “S´O´R´” as a mental model. Then, for the purpose of interpreting consumer behavior, expands the mental model (S´O´R) into a conceptual framework of customer’s expectation of consuming experience. In addition, this study illustrates an empirical pilot research investigated in dress purchasing. A total of the 828 valid responses are collected from web and paper questionnaire for analysis by partial least squares (PLS) & SPSS. The result manifests that customers formulize their expectations of consuming experience are significantly different between physical and virtual environments. The result of this study can assist both online and offline store industry to manage their marketing strategy and also be useful for future academic research.