臺灣博碩士論文加值系統

過去關於線上購物的研究指出，網站視覺美感的設計能增加消費者線上購物次數；因為網站是消費者接觸線上商店的主要入口，所以如何營造出有吸引力的網站視覺美感於線上購物環境，為目前線上商店設計網站的重要議題。
過去許多研究指出，線上商店形象、線上知覺風險、線上信任能有效影響消費者的線上購買行為。因此本研究主要探討，網站視覺美感對網站瀏覽者知覺線上商店形象、線上知覺風險、線上信任和線上購買意圖之影響。
本實驗首先透過前測實驗篩選具備高古典/高明示、高古典/低明示、低古典/低明示、低古典/高明示等四種不同美感程度的網站。本研究邀請90位受測者參與正式實驗並在實驗室進行實驗。本實驗為2 × 2的實驗設計，使用Amos 6.0討論自變數(古典美感、明示美感)與應變數(線上商店形象、線上知覺風險、線上信任、線上購買意圖)之間的線性結構模式。
結果指出，網站視覺美感(古典美感、明示美感)會顯著的正向影響線上商店形象、線上知覺風險、線上信任，再個別對線上購買意圖產生正向影響；此外，線上商店形象(線上知覺風險、線上信任)為網站視覺美感(古典美感、明示美感)對線上購買意圖影響之中介變數。因此，線上商店能藉由網站視覺美感，影響消費者知覺的線上商店形象、線上信任和線上知覺風險，進而影響他們的線上購買意圖。

關鍵詞：網站視覺美感、線上知覺風險、線上信任、線上商店形象、線上購買意圖

Previous studies indicated that the visual aesthetics design of a website could increase the number of online shopping. Since the front page is treated as the portal of an online shop, it is important for the operator of the online shop to design an attracting webpages.
Studies showed that store image, perceived risk, trust may affect online shopping behavior. Therefore, the purpose of this study is to investigate the relationship among website aesthetics, perceived store image, perceived risk, trust and online purchase intention.
A pretest was carried out to identify levels of aesthetic dimension of websites. A 2 × 2 within subjects design was conducted to investigate the relation among website aesthetics, perceived store image, perceived risk, trust and purchase intention. A total of 90 subjects participated the formal experiment.
The results showed that website aesthetics positively affects perceived store image, trust and purchase intention and negatively affects perceived risk. Furthermore, perceived store image, perceived risk and trust mediate the relation between website aesthetics and purchase intention.

Keywords：website of visual aesthetic；online perceived risk；online trust；online store image；online purchase intention

圖目錄 VI
表目錄 VII

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4

第二章 文獻探討 5
第一節 線上商店 5
第二節 網站視覺美感 6
第三節 線上商店形象 8
第四節 線上知覺風險 10
第五節 線上信任 12
第六節 線上購買意圖 14

第三章 研究方法 15
第一節 研究架構 15
第二節 研究假設 15
一、網站視覺美感對線上商店形象之影響 15
二、網站視覺美感對線上知覺風險之影響 16
三、網站視覺美感對線上信任之影響 17
四、線上商店形象對線上購買意圖之影響 18
五、線上知覺風險對線上購買意圖之影響 19
六、線上信任對線上購買意圖之影響 19
七、線上商店形象之中介效果 20
八、線上知覺風險之中介效果 20
九、線上信任之中介效果 21
第三節 變數的衡量 22
一、網站視覺美感 22
二、線上商店形象 24
三、線上知覺風險 24
四、線上信任 25
五、線上購買意圖 26
第四節 問卷設計 27
第五節 前測實驗設計 28
一、受測者 28
二、實驗設備 28
三、實驗材料 29
四、實驗程序 29
五、前測結果 31
第六節 正式實驗設計 38
一、受測者 38
二、實驗設備 39
三、實驗材料 39
四、實驗設計 39
五、實驗程序 39
第七節 資料分析方法 42
一、敘述性統計分析 42
二、信度分析 42
三、效度分析 43
四、探索性因素分析(EFA) 43
五、驗證性因素分析 44
六、結構方程模式分析 44

第四章 資料結果分析 46
第一節 基本資料分析 46
一、樣本特徵 46
第二節 網站分類結果 48
第三節 探索性因素分析(EFA) 52
第四節 驗證性因素分析(CFA) 54
一、修正前之驗證性因素分析 54
二、修正後之驗證性因素分析 59
三、修正後之模型配適度 62
四、區別效度 64
第五節 結構方程模型分析 65
一、整體模型參數估計表 65
二、整體模型配適度 67
三、模型參數估計檢驗 69
四、假設檢定 73
五、中介效果檢驗 75

第五章 研究結論與建議 80
第一節 研究結果探討 80
一、網站視覺美感對線上商店形象之正向影響 80
二、網站視覺美感對線上知覺風險之負向影響 80
三、網站視覺美感對線上信任之正向影響 81
四、線上商店形象對線上購買意圖之正向影響 81
五、線上知覺風險對線上購買意圖之負向影響 82
六、線上信任對線上購買意圖之正向影響 82
七、線上商店形象為網站視覺美感與線上購買意圖之中介效果 82
八、線上知覺風險為網站視覺美感與線上購買意圖之中介效果 83
九、線上信任為網站視覺美感與線上購買意圖之中介效果 83
第二節 管理意涵 84
一、研究結果對學術界之貢獻 84
二、研究結果對實務界之貢獻 85
第三節 研究限制與未來研究建議 85
一、研究限制 85
二、未來研究建議 86

參考文獻 87
一、中文文獻 87
二、英文文獻 88

附錄一 前測實驗問卷 99
附錄二 正式實驗問卷 101
附錄三 前測實驗網站 105
附錄四 前測實驗網站試題 107

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