臺灣博碩士論文加值系統

網際網路的技術與應用成長迅速，使得電子商務的交易活動日益蓬勃，隨著手持行動裝置普及化，人們越來越常使用行動載具來進行購物，使行動商務成為人們生活中的一部份。
本研究採用M-R模型(Mehrabian - Russell Model)作為研究架構，主要分為環境刺激、情緒狀態、趨避行為三個部分。因此本研究的目的是要探討行動商務網頁古典美學與表現美學兩種網頁美學設計與可用性設計對消費者的愉悅、喚起、支配三種情緒的影響，進而探討後續情緒對搜尋其他網站與購買行為的影響。
本研究一共蒐集292份樣本資料，並對資料進行分析，研究結果顯示，古典美學與表現美學皆對愉悅與喚起有顯著的影響，而可用性對愉悅不具顯著影響但對支配有顯著正向的影響，愉悅對搜尋其他網站有顯著正向影響，不過三種情緒對購買行為皆不具有顯著影響，最後本研究還發現，搜尋其他網站對購買行為具有顯著負向的影響。
因此行動商務介面設計，應該設法在第一時間留住消費者，減少消費者搜尋其他網站的可能性，以提升購買的機會。

With the prosperity of the Internet, e-commerce have become indispensable and important tool of purchasing and acquiring product. Mobile devices have become popular. The percentage of customers who use mobile devices to purchase products is getting higher than before. M-commerce is become a part of people’s life nowadays.
This Study is based on M-R environmental psychology model to examine how the M-Commerce web aesthetics design and usability design affects consumers’ emotions and purchase behaviors. Model of this study is composed of three parts: environment stimulate, emotional states, and approach-avoidance behavior.
The findings of this study are as follows: (1) both classical aesthetics and expressive aesthetics have significant and positive effects on consumers' pleasure and arousal, (2) interface usability has no effect on pleasure but significantly and positively affects dominance, (3) pleasure have significant and positive effects on behavior of searching other websites, (4) three status of emotions have no effect on purchase behavior, and (5) searching other websites has significant and negative effect on purchase behavior.
It is suggested based on the results of the study that mobile commerce interface design should try to retain consumers on their first visit to reduce the possibility of consumers to search for other websites and thus to enhance the purchasing opportunity.

表次 vi
圖次 viii
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 10
第三節 研究流程 12
第貳章 文獻探討 15
第一節 M-R模型(Mehrabian - Russell Model) 15
第二節 情緒狀態(Emotional States) 20
第三節 可用性(Usability) 24
第四節 網頁美學(Web Aesthetics) 25
第五節 趨避行為(Approach-Avoidance Behavior) 27
第六節 小結 30
第參章 研究方法 33
第一節 研究架構 33
第二節 研究假說 34
第三節 研究變數定義與衡量 39
第四節 問卷設計 46
第五節 前測問卷題項確認與正式問卷發放 47
第六節 資料蒐集方法 49
第七節 資料分析方法 50
第肆章 資料分析 53
第一節 敘述性統計分析 53
第二節 信度與效度分析 62
第三節 研究假說檢定 68
第伍章 結論與建議 77
第一節 研究結論 77
第二節 研究意涵與貢獻 80
第三節 研究限制 83
第四節 未來研究建議 84
參考文獻 87
附錄一、正式問卷 95

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