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研究生:賴碧央
研究生(外文):Bianca Leiner
論文名稱:網站氣氛、國籍與創新性對消費者反應之影響:跨文化比較之研究
論文名稱(外文):The Influence of Website Atmosphere, Nationality and Innovativeness on Consumers Responses:A Cross-Cultural Comparison
指導教授:鄭菲菲鄭菲菲引用關係
口試委員:白凢芸吳祉芸
口試日期:2016-06-23
學位類別:碩士
校院名稱:國立中興大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:英文
論文頁數:103
中文關鍵詞:網頁氣氛創新性國際性台灣德國信任趨避衝突感知有用性網頁商店知覺愉悅與喚起顏色價錢
外文關鍵詞:Website AtmosphericsInnovativenessNationalityTaiwanGermanyTrustOnline Store PerceptionPerceived UsefulnessApproach/AvoidancePleasure and ArousalColorPrice
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隨著全球資訊網網站數量的快速增長,對跨國企業來說,網站已變成一個能幫助他們吸引顧客不可或缺的工具。這篇論文的目的是提供一些不同的觀點,幫助想要透過網路販售商品給德國與台灣的公司。
本研究收集台灣與德國共703份有效樣本。此實驗結果顯示了顏色和價錢會對顧客的行為造成顯著的影響。同時,結果也指出顏色會對情緒的喚起度有顯著的效果, 本研究更進一步發現,暖色系與冷色系對兩個國家的顧客會有不同程度的影響。另一方面,價錢也會影響感知有用性與情緒的愉悅度。
此研究顯示兩個國家間的市場有相當的差異性,因此希望能提供公司不同的視野去設計他們的企業策略。我們也希望可以提供網頁設計師一些不同的觀點,讓他們能夠依據實驗結果設計他們的網站。


With more than 4 billion websites on the World Wide Web it has become essential for companies, especially those who operate worldwide, to make their websites as appealing as possible for their customer base. This paper intended to provide some insight for companies who want to offer their products online to German and Taiwanese customers.
A total of 703 valid responses from participants of both countries were collected in this study. The experimental result revealed significant influence of color and price on the customers’ behavior intention. The results also indicated that not only does color have a significant main effect on arousal, but that warm and cool colors influence Taiwanese and German participants to different degrees. Additionally, price resulted in a significantly high level of Perceived Usefulness and Pleasure. We believe that this paper can give great insight to companies who wish to sell their products in one or both of these markets, which admittedly differ greatly from each other. We also hope to give some insight on what kind of preferences consumers in both markets have when it comes to website atmospherics.


摘要 i
ABSTRACT ii
TABLE OF CONTENTS iii
LIST OF TABLES v
LIST OF FIGURES vi
I. INTRODUCTION 1
II. LITERATURE REVIEW 2
2.1. Color 3
2.2. Price 5
2.3. Nationality and Culture 6
2.4. Innovativeness 9
2.5. Online Store Perception 10
2.6. Perceived Usefulness 11
2.7. Trust 12
2.8. Emotion 13
2.9. Approach/Avoidance 14
III. RESEARCH METHOD 15
3.1. Research Framework 15
3.2. Experimental Design 17
3.3. Measurements 18
3.4. Pre-test 20
IV. RESULTS 21
4.1. Participants 21
4.2. Manipulation Check 25
4.3. Reliability and Validity 27
4.4. ANOVA 31
4.5. Regression Analysis 35
V. DISCUSSION AND CONCLUSION 37
5.1. Main Findings 37
5.2. Implications 40
5.3. Limitations 42
VI. APPENDIX 43
7.1. German Website 43
7.2. Taiwanese Website 49
7.3. Chinese Questionnaire 55
7.4. German Questionnaire 80
VII. REFERENCES 98



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