購物網站頁美學使用者知覺類型之初探 購物網站頁美學使用者知覺類型之初探

Types of Users’ Perception of Shopping Website Aesthetics

近年來，隨著生活日趨精緻化，美的議題逐漸受到重視，其不僅止於藝術、繪畫領域應用，更悄悄地進駐我們的日常生活中，甚至被運用於網際網路。舉凡網頁上所見之網頁色彩、網頁明暗度、版面的配置和圖像的設計都是美學的範疇。一個購物網站的網頁是否設計得宜，會左右消費者停留於該網站時間，進而影響到商品的銷售，因此本研究目的在探討網頁使用者認知類型。首先，本研究以開放式問卷詢問購物網站之使用者，發展出相關題項，再以有效樣本26位為研究對象，進行Q分類。研究發現，網頁美學使用者知覺類型包括：創意美學型、色彩美學型、多元混合美學型三類，期望上述結果可提供網頁設計師或管理者相關的建議。

In recent years, as life becomes far more refined than ever before, the issue of beauty has already drawn the attention from the people worldwide. Moreover, the application of aesthetics no longer belongs to the fields of arts and painting only. Instead, it is widely used in our daily lifes, and even on the internet. The color and illumination of webs, the distribution of the blocks, pictures, and words, are all included in the field of aesthetics. In general, web design tends to affect the visitors surfing the web, and it also has an impact on the time visitors staying on the webpage, which might influences the sales. Therefore, the purpose of this paper is to explore cognitive types of web aesthetics through users’ perspectives. As to the research method, we developed a list of relevant questions using an open-ended questionnaire and subsequently conducted Q-sort processes with 26 valid shopping website users. The result showed three perception types of web aesthetics including color aesthetics, innovative aesthetics, and hybrid aesthetics. It is expected that the research result could provide the web designers as a reference when they design a brand new web and give shopping websites operators some suggestions.