Formulating a Business Management Strategy for E-shopping Websites Using Management Analysis

以管理工具擬定購物網站之經營管理策略

本研究主要在調查產品互動式呈現和背景顏色等網站視覺設計要素，對線上消費者的趨避行為傾向的影響，同時也探討知覺商店形象和情緒反應是否具有中介效果。共有72 位受試者參加調查實驗。實驗設計採3×2 混合設計，其中互動式產品呈現（高、中、低互動）為組內設計，而背景顏色（藍色和黃色）為組間設計。調查之依變數包括情緒反應（愉悅、亢奮和主控感）、知覺商店形象與趨避行為傾向。結果顯示，互動式產品呈現之主效應會顯著影響亢奮和主控感，而互動式產品呈現與背景顏色之交互作用會顯著影響愉悅和知覺商店形象。此外，結果也證明，愉悅和亢奮等情緒，會中介網站環境刺激（互動式產品呈現和背景顏色）與趨避行為傾向之關係。本研究同時也討論結果之意涵。

The present study investigated the effects of visual design elements which are interactive product presentation and background color of a website on online shoppers’ approach intention and the mediating role of emotional responses and perceived store image. A total of 72 subjects participated in the experiment. A 3×2 mixed design with interactive product presentation (high, median and low) as within subjects factor and background color (blue and yellow) as between subjects factor was used to investigate emotional responses (pleasure, arousal and dominance), perceived store image and approach/avoidance intention. The results show that interactive product presentation significantly affects arousal and dominance responses. In addition, the interactions of interactive product presentation and background color significantly affect pleasure and perceived store image. Furthermore, results reveal that pleasure and arousal mediate the relation between environmental stimuli (interactive product presentation and background color) and approach/avoidance intention. The implications of the results are discussed.