本研究乃調查網頁的刺激暗示（螢目背景色彩與產品價格）與消費者線上購買意圖（商店惠顧意圖及產品購買意圖）間的關係。在這樣的假設前提基礎下，零售環境對於消費者行為的影響，於傳統的實體零售環境中已檢驗出明確的關係。因此，我們也可以說，線上零售環境的暗示亦是影響消費者在線上購買行為的重要角色。而S-O-R模型是最常用來解釋環境暗示與其所產生之影響間的關係架構。本研究亦採用S-O-R來解釋線上零售環境的暗示（刺激），如何透過感性的情感反應與理性的價格公平認知等中介，進而影響消費者在線上的行為意圖。
然而，因為飽和度高的色彩，呈現在電腦螢目上會給人刺眼的感覺，因此本研究一律採用較低的飽和度，只改變色相與明亮度來當作刺激。另一方面，價格亦是賣場最重要的刺激。
本研究採用2×2×2的實驗設計。實驗處理包含色相（藍色與橙色），明度（高明度與低明度），產品價格（低價與高價）。實驗設計一個虛擬的線上購物網站，該網站販賣休閒服。而研究結果得知，本研究有以下幾點貢獻：
1. 証明線上消費者會被色相、明度與價格來影響。
2. 証明消費者知覺反應是刺激與行為意圖的中介。
3. 與先前的研究相較,本研究提出有效的方法來解釋線上消費者對於色彩的反應。
4. 提出線上商店的特徵如何去建構，促使消費者達成購買決策與形成價格公平知覺的反應。

This study investigated the link between the Webpage’s stimulate (color of a Web page’s background screen and product price) while consumers browse this page and shopping intentions (store patronage and item purchase intentions). The underlying premise is that, given the demonstrated impact of store environment on shopper behaviors and outcomes in a traditional retailing setting, such atmospheric cues are likely to play a role in the online shopping context. A Stimulus-Organism-Response (S-O-R) framework is used as the basis of the model which posits that atmospheric cues of the online store, through the intervening effects of affective (evaluation and excitement) and cognitive (price fairness) states, influence the outcomes of online retail shopping intentions. However, higher-chroma colors, which already stand out more than lower-chroma colors, should appear to be even more intense on a computer screen (Gorn et al., 2004). Thus, this study only draw on research that link the other two dimensions of color (hue and value) to online shoppers’ cognitive and affective reactions by maintaining each combination at low chroma level. On the other hand, price is unquestionably one of the most important marketplace cues (Lichtenstein, Ridgway, and Netemeyer, 1993). The experiment on this study is a between-subject design. Experimental treatments included color hues (orange hue vs. blue hue), color value (high value vs. low value), and item price (low-price vs. high-price). The experiments designed a virtual retail store of leisure clothes on the Web. Additionally, this research offers several potential practical and theoretical contributions. First, additional evidence is presented suggesting ways online store consumers may be affected by color hue, color value and price respectively. Second, the research suggests the efficacy with which online customers’ reactions to these characteristics are mediated by their subsequent cognitive and affective reactions. Third, by comparing these with previous results, the research offers insight into the mechanism with which online customers respond to colors (hue and value). Fourth, the research suggests further how online store characteristics frame purchase decisions and affect perceptions of price fairness.

1. Introduction 3
2. Conceptual Background 8
2.1 Literary Background 8
2.1.1 Online Shopping Intentions 9
2.1.2 Price Fairness Perception and Affective Reaction 11
2.1.3 Color and Price 13
2.2 Other Hypotheses 19
2.2.1 The Effects of Price Fairness Perception and Consumers’ Affective Reaction on Consumers’ Intention 19
2.2.2 The Intervening Effect of Price Fairness Perception and Consumers’ Affective Reaction 20
3. Research Methods 21
3.1 Sample and Data Collection 21
3.2 Experimental Design 22
3.2.1 Pretest 22
3.2.2 Experimental Web Design 24
3.2.3 Procedure 24
3.3 Measures 25
3.3.1 Excitement 25
3.3.2 Evaluation 26
3.3.3 Price Fairness Perception 26
3.3.4 Intentions 26
3.3.4.1 Store patronage Intention 27
3.3.4.2 Purchase Intention 27
4. Analysis 29
4.1 Reliability and Validity 29
4.2 Manipulation Checks 32
4.3 Hypotheses Tests 32
4.3.1 The Effects of ambient cues and price on Price Fairness Perception and Consumers’ Affective Reaction 34
4.3.2 The Effects of Price Fairness Perception and Consumers’ Affective Reaction on Consumers’ Intention 38
4.3.3 The Intervening Effect of Price Fairness Perception and Consumers’ Affective Reaction 42
5. Discussion and Managerial Implication 44
5.1 Summary and Managerial Implication 44
5.2 Limitations and Future Research 48
5.2.1 Limitation 48
5.2.2 Future Research 49
5.3 Conclusion 49
References 51
Appendix 59
Experiment Webpage 59
Programming code 62
Questionnaire 63
Table and Figure of Contents
Figure 1: Conceptual Framework 9
Figure 2: Means of Interaction Effects 39
Table 1: High Price and Low Price of Product Items 23
Table 2: Darkness Perception of Three Values 24
Table 3: Factor Loadings and Cronbach’s α of the relational bonds 30
Table 4: Means and Standard Deviations 33
Table 5: Analysis of Variance Results for Patronage and Purchase Intentions 41

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