網路商店氣氛對顧客反應之影響:以使用裝置為調節變數

使用網路購物的人口每年不斷地攀升，而購物網站的樣式和種類五花八門， ... 在S-O-R模型的論述中，顧客的情緒狀況會被商店的氣氛所影響，進而改變最後的零售行為。

資料載入處理中... 跳到主要內容 臺灣博碩士論文加值系統 ::: 網站導覽| 首頁| 關於本站| 聯絡我們| 國圖首頁| 常見問題| 操作說明 English |FB專頁 |Mobile 免費會員 登入| 註冊 功能切換導覽列 (159.65.142.206)您好！臺灣時間：2022/10/0317:28 字體大小：       ::: 詳目顯示 recordfocus 第1筆/ 共1筆  /1頁 論文基本資料 摘要 外文摘要 目次 參考文獻 電子全文 QRCode 本論文永久網址: 複製永久網址Twitter研究生:吳雅涵研究生(外文):Ya-HanWu論文名稱:網路商店氣氛對顧客反應之影響:以使用裝置為調節變數論文名稱(外文):TheInfluenceofOnlineAtmosphereonConsumer''sResponses：DeviceasaModerator指導教授:鄭菲菲口試委員:白凢芸、陳佳楨口試日期:2016-07-18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:2017畢業學年度:105語文別:英文論文頁數:67中文關鍵詞:S-O-R模型、網路氣氛、情緒狀態、知覺風險、滿意度、行動裝置、行為意圖外文關鍵詞:S-O-Rmodel、OnlineAtmosphere、EmotionalState、Enjoyment、PerceivedRisk、Satisfaction、Mobile、behaviorintention相關次數: 被引用:1點閱:278評分:下載:47書目收藏:0 自從網路服務出現以後，我們的生活方式產生了巨大的改變，舉一個很好的例子便是我們的消費方式。

使用網路購物的人口每年不斷地攀升，而購物網站的樣式和種類五花八門，如何讓自己的購物網站與眾不同來吸引顧客購買便成為一個相當重要的議題。

在S-O-R模型的論述中，顧客的情緒狀況會被商店的氣氛所影響，進而改變最後的零售行為。

此研究以該模型為基底，提出一個新的架構試著去檢驗網路氣氛(顏色、導覽方式以及介面)、情緒狀況(愉悅、喚起、享受、知覺風險以及滿意度)和行為意圖(趨避行為以及花費時間)，三者之間的關係;除此之外，此研究也探討電腦和行動裝置的調節作用。

為了瞭解不同的氣氛場景對顧客的影響，本研究採用兩種顏色(暖色及冷色)乘以兩種導覽方式(固定上端導覽列及不固定上端導覽列)乘以兩種介面(3D介面及2D介面)乘以兩種載具(電腦及行動裝置)的實驗設計來進行探討。

實驗結果最後呈現出(1)顏色、導覽方式以及介面都顯著影響顧客的情緒狀況;而購物網站採用冷色、固定上端導覽列和3D介面，會是最好的選擇。

(2)除了知覺風險以外，所有的情緒因子都對趨避行為有顯著影響;另一方面，享受度和滿意度與花費時間有相關性(3)使用不同的設備會顯著調節氣氛和情緒狀態的關係。

Sincetheemergenceoftheonlineservices,ithadtotallychangedourwaytodomanythings,suchasshopping.Onlineshoppingcontinuestogainpopularityfromyeartoyear,andthereareplentyofwebsitesindifferentdesign.Therefore,howtoattractmorecustomerstobuyproductsinonespecificsiteandmakedifferencestoothershoppingwebsitesisanimportantissue.BasedonS-O-R(stimuli,organism,andresponse)model,theatmosphereisalwaysseenasakeyfactorthatcaneffectonconsumer’semotionalstatesandthenreflectontheirretailbehaviors.Therefore,thisstudyproposedamodelthattriedtoexaminetherelationshipsbetweentheonlineatmosphere(colorcues,navigationcues,andinterface),emotionalstate(pleasure,arousal,enjoyment,perceivedriskandsatisfaction)andbehaviorintention(approach/avoidancebehaviorandspendingtime).Inadditiontothese,thisresearchalsoinvestigatedthemoderatingeffectsofPC/mobile.Thisthesisconducteda2(warmcolorandcoolcolor)x2(fixedtopnavigationandnon-fixedtopnavigation)x2(3Dinterfaceand2Dinterface)x2(PCandmobile)between-subjectsfactorialdesignexperiment,toknowinfluencesonconsumersindifferentatmospherescenarios.Theresultrevealedthat:(1)Colorcues,navigationcuesandinterfaceallsignificantlyinfluencedconsumers’emotionalstate.Shoppingwebsiteincoolcolorwithfixedtopnavigationand3Dinterfacewouldbethebestchoice.(2)Exceptforperceivedrisk,allemotionalvariableshadsignificantlyeffectonapproach/avoidancebehavior.Ontheotherhand,enjoymentandsatisfactionhadacorrelationwithspendingtime.(3)Usingdifferentdeviceswouldsignificantlymoderatetherelationshipbetweenatmosphereandemotionalstate. TableofContents1.Introduction12.LiteratureReview42.1Stimuli-Organism-Response(S-O-R)Model42.2Atmosphere(Stimuli)52.2.1ColorCues72.2.2NavigationCues92.2.3Interface102.3Emotionalstate(Organism)112.3.1Emotions112.3.2Enjoyment132.3.3PerceivedRisk142.3.4Satisfaction162.4PC/MobileasaModerator172.5BehaviorIntention(Response)182.5.1Approach/AvoidanceBehavior182.5.2SpendingTime192.6ResearchHypothesis203.Method223.1ResearchFramework223.2ExperimentalDesign223.3DataCollection253.4OperationalDefinitions26Inthetable7,theauthorssummarizedalloperationaldefinitionsofvariableusedinthisresearch.263.5Measurements274.DataAnalysis314.1Demographics314.2ManipulationCheck334.3FactorAnalysis334.4DataReliability364.5HypothesisTest374.5.1ANOVATest374.5.2RegressionTest425.Conclusion475.1Discussion475.2Contribution486.References50ListofTablesTable1.Keydifferencesofe-commerceandm-commerce3Table2.Summaryofatmosphericcategories6Table3.Hypothesistable20Table4.Constructsandfactorsofexperimentwebsites24Table5.Briefsummaryofwebsites25Table6.Numberofparticipantsineachscenario.26Table7.Operationaldefinitions26Table8.Measurementsofvariables28Table9.Demographics31Table10.Manipulationcheck33Table11.Factorloadingofnavigationcues.34Table12.Factorloadingofemotionalstate.35Table13.Factorloadingofbehaviorintention.36Table14.Reliabilityofvariables.37Table15.ANOVAresultofcolorcuesonemotionalstate.38Table16.Meanofperceivedriskindifferentcolorcues.38Table17.ANOVAresultofnavigationcuesonemotionalstate.38Table18.Meanofenjoymentandsatisfactionindifferentnavigationcues.39Table19.ANOVAresultofinterfaceonemotionalstate.39Table20.Meanofenjoymentindifferentinterface.40Table21.ANOVAresultofPC/mobileasamoderator.40Table22.Meanofpleasureindifferentcolorcuesanddevice.41Table23.Meanofperceivedriskinnavigationcuesanddevice.42Table24.Resultofregressiontest(approach/avoidancebehavior)43Table25.Resultofregressiontest(spendingtime)43Table26.Theresultofhypothesestesting44ListofFiguresFigure1.Researchframework22 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