摘要
隨著時間的演進，網際網路已成為人們日常生活中重要的一部分。網際網路不僅加速了電子商務的發展，也更使得網站的數量日漸劇增。而現今的網拍市場也是電子商務中相當有潛力的一個市場。在台灣，有越來越多人參與至網拍的活動，然而，如何去吸引留下這些網站造訪者，甚至使他們再次造訪其網站，這將是一個值得探討的議題。網站首頁可說是為一個網站的核心，每一個造訪者都有可能在首次造訪時，被最初的觀感所影響。因此本研究以台灣典型的網拍代表網站－露天市集，作為探討研究的目標，以深入了解哪些設計因素會影響到造訪者的觀感和回訪意願。本研究採用量化方式來驗證研究內容，使用了描述性統計與斯皮爾曼相關係數來分析161份有效問卷。根據最後結論數據的發現，其首頁相關設計元素和造訪意願是有顯著關聯的，因此得以推斷，該造訪意願是可被首頁的設計印象所影響。此外，本研究也提供了一些數據和建議，給未來可能涉入相關的研究者作為參考。

Abstract
As time goes on, Internet has become an important part of the lives of human beings in the present days. It not only accelerates the development of E-commerce, but also makes websites rise very quickly. The online auction market is a new potential business of E-commerce. However, how to attract the visitors to stay with or even visit again the website in the future, it would be a valuable issue to discuss. Thus, this study took Ruten as a typical online auction website, and to investigate the relationships between Ruten’s homepage designs and Internet users’ visiting intention. In order to validate the research questions, this study applied two SPSS methods to study 161 samples. Descriptive Statistics was used to examine the overview data, and Spearman’s Correlation was applied to discuss the correlations. Reviewing the results, this study discovered that most visitors preferred the elements of good category, payment systems and special columns. In addition, they were concerned about the category location and color planning on the layouts. In contrast, the visitors disliked the elements of advertisements on the homepage, and they considered that the symbol insertion was the minor influence on the layouts. Above all, the results also indicated that the relationships between the homepage elements of Ruten and the visiting intention of the Internet users were highly correlated.
Key words: homepage design, online auction, visiting intention

TABLE OF CONTENTS
Chapter 1: Problem to be Investigated
Research Problem Description…………….......................................................1
Research Questions............................................................................................4
Delimitation of the Study…………...................................................................4
Limitations.............................................................................................4
Assumptions..........................................................................................5
Need for the Study..............................................................................................5
Significance of the Study....................................................................................6
Definition of the Terms......................................................................................7
E-commerce……....................................................................................7
Online auction.…………........................................................................8
Stimulus-organism-response (S.O.R).....................................................8
Ruten online auction…………………………………………………...8
Chapter 2: Literature Reviews
Website Quality………………........................................................................10
Website design and content..…………………………………………10
Website design………………………………………………………..12
Webqual 1.0 to 4.0……………………………………………………14
The Homepage Design Style............................................................................16
Visual images………………………………………………………...16
Designing elements…………………………………………………..17
The Internet User’s Behaviors………………………………………………..20
Motivations…………………………………………………………..20
The consumer decision……………………………………………….21
Stimulus-organism-response (S.O.R) framework……………………22
Current Researches…………………………………………………………..23
Chapter 3: Methodology
Description of the Study...................................................................................26
Project design methodology.................................................................26
Sampling/ Power sample size...............................................................27
Reliability and Validity of the Instrument........................................................28
Procedure..........................................................................................................30
Data collection..................................................................................................31
Data analysis.....................................................................................................32
Ethical Issues....................................................................................................32
Chapter 4: Data Analysis
Introduction......................................................................................................34
Survey Return Rates.........................................................................................34
Demographic Characteristics...........................................................................35
Gender..................................................................................................35
Age.......................................................................................................35
Educational level..................................................................................35
Occupation...........................................................................................36
Online history.......................................................................................36
Surfing the net hour per day.................................................................36
Network type........................................................................................36
Visiting Ruten.......................................................................................37
Searching information times................................................................37
Homepage scroll down........................................................................37
Visiting intentions.............................................................................................39
Q1. Would the Navigational Items of Homepage Influence Website Visitors for
Using and Distinguishing?...............................................................................42
The Considerations of Homepage Information Elements................................42
The importance of the word factor to the visitors................................43
The importance of the picture factor to the visitors.............................45
The importance of the video factor to the visitors................................47
The satisfaction of the word factor to the visitors................................49
The satisfaction of the picture factor to the visitors.............................51
The satisfaction of the video factor to the visitors...............................53
Overall evaluation of homepage information elements to the visitors.55
Layouts.............................................................................................................58
Opinions...........................................................................................................60
The overall satisfaction on Ruten online auction information...........60
The re-buy desire to Ruten.................................................................60
The re-visit intention to Ruten...........................................................61
The overall evaluation to Ruten.........................................................62
Q2. Would the Designing Style of Homepage Influence the Visiting Intention
of Internet User to Come Back in the Future?..................................................63
Seven homepage information elements vs. Re-buy desire.................63
Seven homepage information elements vs. Re-visit intention............64
Chapter 5: Conclusions
Introduction......................................................................................................66
The overview of the research data....................................................................67
Demographic background..................................................................67
Visiting intentions...............................................................................67
The three basic factors of the webpage..............................................68
Visitors’ overall evaluation on the homepage information elements...............................................................................................69
The layouts..........................................................................................70
The opinions........................................................................................70
The Relationships with the Variables..................................................................71
Seven elements and Re-buy desire......................................................71
Seven elements and Re-visit intention................................................71
Major Findings and Suggestions.........................................................................72
Recommendations for Future Study....................................................................74
References.....................................................................................................................75

LIST OF TABLES
Table
Table 1 Webqual 4.0 Model.................................................................16
Table 2 Research Questions vs. Questionnaires...................................27
Table 3 The User Information Table....................................................38
Table 4 The Purposes of Individual Intention......................................40
Table 5 The Purposes of Visiting Ruten Online Auction Website........41
Table 6 The Importance of the Word Factor to the Visitors.................44
Table 7 The Importance of the Picture Factor to the Visitors..............46
Table 8 The Importance of the Video Factor to the Visitors................48
Table 9 The Satisfaction of the Word Factor to the Visitors................50
Table 10 The Satisfaction of the Picture Factor to the Visitors...........52
Table 11 The Satisfaction of the Video Factor to the Visitors.............54
Table 12 Overall Evaluation of Homepage Information Elements to the
Visitors..................................................................................57
Table 13 Layout Importance to Homepage Design............................59
Table 14 Overall Evaluation of the Layouts.......................................59
Table 15 The Overall Satisfaction on Ruten Online Auction
Information...........................................................................60
Table 16 The Re-buy Desire to Ruten...............................................61
Table 17 The Re-visit Intention to Ruten..........................................61
Table 18 The Overall Evaluation to Ruten........................................62
Table 19 Seven Homepage Information Elements vs. Re-buy Desire &
Re-visit Intention................................................................65

LIST OF FIGURES AND APPENDIXES
Figure
Figure 1 The Huizingh’s Research Framework of Analyzing a
Website....................................................................................12
Figure 2 The Consumer Decision Model..............................................21
Figure 3 The Framework of Analyzing the Consumer Involvement Behavior..................................................................................22
Figure 4 The Mehrabian-Russell S.O.R Framework............................23
Figure 5 The research procedure of this study......................................31

Appendixes
Appendix 1 Construct Matrix Part 1....................................................83
Appendix 2 Construct Matrix Part 2....................................................86
Appendix 3 Construct Matrix Part 3....................................................88
Appendix 4 Four Visual Message Complex Level Types....................90
Appendix 5 7C Elements.....................................................................91
Appendix 6 Four Designs of Creating a Website.................................92
Appendix 7 Research Questionnaire and Study Statement..................93

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