臺灣博碩士論文加值系統

本研究以環境心理學所採用的S-O-R(刺激-有機-反應)為理論基礎，針對購物網站的美感進行效果的研究。主要目的在於檢視購物網站的美感是透過消費者的情緒進而影響消費者對於網站的態度與接近的意圖。透過網站美感相關文獻的歸納以及實驗室實驗法的測試結果，本研究獲得以下幾項研究結果：
1. 購物網站的編排需要透過四大原則來進行設計：(1)風格一致性；(2)組織性的編排；(3)提升舒適性；(4)點綴變化性。主要目的在於提升說服力道、降低瀏覽阻礙、清楚的訊息呈現以及創造愉悅的流覽經驗。
2. 相較於低美感的購物網站，高美感購物網站更能創造正面的消費者情緒、網站態度以及接近意圖。
3. 在網站美感效果的一連串影響當中，消費者的情緒是為網站美感之所以能引發消費者對網站的態度以及接近意圖之中介變項。此項結果更進一步證實了傳統環境心理學理論亦得以運用於虛擬之購網站當中。
4. 經過中介效果的檢定，本研究亦發現從網站美感的視覺刺激，到消費者對於該網站的接近意圖，實際上是一連串的效果路徑。網站美感會先引起消費者的情緒反應，進而影響消費者對網站的態度，最終導致消費者接近意圖的影響。

In this study, environmental psychology used by SOR (stimulus - Organic - reaction) as the theoretical basis for beauty shopping site for the research results. The main purpose is to view the beauty of shopping websites are affected by consumer sentiment and thus the attitude of consumers to sites close to the intent. Beauty of literature through the site induction and laboratory experiment test results, this study obtained the following results:
1. Shopping site layout needs to be designed by four principles: (1) style consistency; (2) organizational arrangements; (3) to enhance comfort; (4) dotted variability. The main purpose is to enhance the persuasive Road, lower view obstruction, clear message to present and create a pleasant browsing experience.

目次
第一章 序論…………………………………………………………………1
第一節 研究動機…………………………………………………………………1
第二節 研究目的………………………………………………………………….5
第三節 研究重要性………………………………………………………………6

第二章 文獻探討…………………………………………………………………7
第一節 美感的重要性……………………………………………………7
第二節 實體通路與虛擬通路之差異…………………………………………..11
第三節 環境心理學……………………………………………………….……16
第四節 網路購物環境與消費者使用行為……………………………………20
第五節 網頁美感設計原則………………………………………………..22
第六節 消費者情緒…………………………………………………..……….43
第七節 網站態度………………………………………………………………...50
第八節 接近意圖………………………………………………………………53

第三章 研究方法………………………………………………………………55
第一節 研究架構………………………………………………………….. 55
第二節 研究假設………………………………………………………….56
第三節 變數測量與操作性定義………………………………………………59
第四節 實驗設計………………………………………………………………65
第五節 資料分析方法…………………………………………………………70
第六節 前測……………………………………………………………………73

第四章 研究結果與分析………………………………………………………75
第一節 樣本描述………………………………………………………………75
第二節 量表與操弄變項信度檢測……………………………………………77
第三節 假設驗證………………………………………………………………79
第四節 其他研究發現…………………………………………………………96

第五章 研究結論與建議………………………………………………………99
第一節 研究發現……………………………………………………………99
第二節 研究限制………………………………………………………………105
第三節 後續研究方向…………………………………………………………107

參考書目……………………………………………………………………………109
附錄一 實驗手冊…………………………………………………………………118
附錄二 實驗問卷…………………………………………………………………124
附錄二 實驗網站…………………………………………………………………126



















圖目錄
圖2-1 Maslow需求理論金字塔與消費者需求理論金字塔………………………..10
圖2-2修改後的M-R環境心理模型………………………………………………..18
圖2-3網路商店消費者反應S-O-R模式……………………………………………18
圖2-4氛圍影響購買可能性的過程…………………………………………………19
圖2-5單色印象空間…………………………………………………………………32
圖2-6配色印象空間…………………………………………………………………33
圖2-7配色印象空間形容詞…………………………………………………………34
圖2-8風格一致性高的網站…………………………………………………………38
圖2-9組織化編排網站………………………………………………………………39
圖2-10強調舒適度的編排………………………………………………………….40
圖2-11不考慮舒適度的編排………………………………………………………..40
圖2-12考量變化性的編排………………………………………………………….41
圖2-13不考變化性的編排………………………………………………………….41
圖2-14情緒的功能性效果圖示…………………………………………………….45
圖3-1研究架構圖……………………………………………………. ………. ……55
圖3-2實驗網站架構圖………………………………………………. ………. ……67
圖3-3實驗操作流程圖………………………………………………. ………. ……68
圖3-4中介效果示意圖……………………………………………. ………. ……... 71
圖3-5中介效果檢驗流程圖………………………………………. ………. ……... 72圖4-1「高美感網站」變項關係圖……………………………. ………. ….……....85
圖4-2「低美感網站」變項關係圖……………………………. ………. …….…....85
圖4-3中介效果檢驗示意圖…………………………………………. ………. ……86
圖4-4本研究中介效果示意圖-1……………………………………. ………. ……87
圖4-5本研究中介效果示意圖-2……………………………………. ………. ……87
圖4-6「消費者情緒」對「網站美感」與「網站態度」之中介效果示意圖……91
圖4-7「消費者情緒」對「網站美感」與「接近意圖」之中介效果示意圖……94
圖4-8調整後的購物網站美感效果…………………….………………. ………….98



表目錄
表2-1實體與網路商店購物功能之比較……………………………………………11
表2-2實體與虛擬商店優缺點比較…………………………………………………13
表2-3美感形式通則…………………………………………………………………23
表2-4美感調性與編排原則…………………………………………………………27
表2-5網站美感衡量概念表…………………………………………………………36
表2-6網站美感核心概念與目的……………………………………………………41
表2-7網站美感元素與原則搭配要點………………………………………………42
表2-8情緒相關名詞定義……………………………………………………………44
表3-1高美感實驗網站設計…………………………………………………………60
表3-2高美感實驗網站設計…………………………………………………………61
表3-3前測樣本人數交叉表…………………………………………………………73
表4-1實驗設計樣本人數交叉表………………………………………..………….75
表4-2樣本來源差異檢定…………………………………….……………………..76
表4-3各變項量表的信度分析..…………………………………………………….77
表4-4網站美感差異檢定…………………………………..……………………….78
表4-5控制變項在不同美感程度下之差異檢定-t檢定………….……………….79
表4-6網站態度之差異分析…………………………………………. ………. ……80
表4-7接近意圖之差異分析…………………………………………. ………. ……81
表4-8消費者情緒之差異分析………………………………………. ………. ……82
表4-9高美感網站各變項之相關矩陣……………………….…. ………. ……... ..84
表4-10低美感網站各變項之相關矩陣……………………….…. ………. …….... 84
表4-11「網站美感」對「消費者情緒」之主要效果……………………….………...88
表4-12「網站美感」對「網站態度」之主要效果. ……………………….……...88
表4-13「消費者情緒」對「網站態度」之主要效果.... ………………….……….89
表4-14「消費者情緒」對「網站美感」與「網站態度」之中介效果檢定…......90
表4-15「網站美感」對「接近意圖」之主要效果……………….……………….92
表4-16「消費者情緒」對「接近意圖」之主要效果…………….……………….92
表4-17「消費者情緒」對「網站美感」與「接近意圖」之中介效果檢定………93
表4-18總假設驗證……………………….…. ……………………………………..95
表4-19「網站態度」對「消費者情緒」與「接近意圖」之中介效果檢定…......97
表4-20 接近意圖因子共線性診斷………….…. ………………………………….98

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網路部分：

〈資策會產業情報研究所〉(2009/7/1)。上網日期：2009年8月11日取自資策會產業情報研究所(MIC)網頁http://mic.iii.org.tw/intelligence/reports/pop_Doc_review.asp?docid=CDOC20090701004&pag=people

〈東方線上專業生活型態與消費市場研究顧問〉。上網日期：2009年8月12日取自E-ICP資料庫系統 http://211.75.90.29/cgi-bin/big5/file/ae03?time=18:06:41&qctrl=design&q1=v2&q2=file&q22=5&q9=back

〈Abercrombie & Fitch官網〉。上網日期：2009年7月21日
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取自http://www.ae.com/web/browse/category_full_fashion_guide.jsp?catId=cat90040

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〈Yahoo!奇摩超級商城〉。上網日期：2009年12月3日
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