以S-O-R模型驗證網頁視覺美感對購買意圖之影響：網購頻率之調節效果

Verification of the Influence of Web Visual Aesthetics on Purchase Intention Using the S-O-R Model: The Moderating Effect of Online Purchasing Frequency

網頁視覺設計不僅是資訊的互動介面，而且可傳達網站品牌形象，並具備網站內容的推廣行銷功能。當今電子商務已經成為購物的重要通路，隨著網路商品競爭的激烈化，購物網站的網頁視覺介面不僅需要滿足訊息傳遞及商品買賣等基本功能，更要運用視覺美感情境，透過適當的色彩、圖片和影片來美化網頁，以提升消費者的購買意願。本研究結合視覺美感與消費行銷，藉由跨領域概念，導入消費心理學理論，以S-O-R模式驗證使用者對購物網站的網頁視覺美感如何透過情緒與體驗價值來影響其滿意度及購買意圖。研究結果顯示，網頁視覺美感正向影響正面情緒、滿意度和美感體驗價值；正面情緒正向影響美感體驗價值和滿意度；美感體驗價值正向影響滿意度；滿意度正向影響購買意圖；網購頻率為此S-O-R模式之調節因子。因此，重視網頁視覺美感設計可透過提升使用者的正面情緒、美感體驗價值、滿意度進而提高購買意圖，並針對不同網購頻率的消費者規劃不同的行銷設計策略。

Web page vision is not only the interface design of interactive information, but also conveys the image of the website and has promotion and marketing functions. Nowadays, e - commerce has become an important channel for shopping. With the intensification of online product competition, the web visual interface of shopping websites not only needs to meet the basic functions of information transmission and commodity trading, but also uses visual aesthetic scenes to beautify the web page to enhance the consumer purchase intention. By combining visual aesthetics and consumer marketing, using cross - field concepts and introducing consumer psychology theory, this study uses the S - O - R model to investigate how users' perception of web visual aesthetics on shopping websites affects their satisfaction and purchase intention through positive emotions and aesthetic experiential value. The results show that web visual aesthetics positively affect positive emotions, satisfaction, and aesthetic experiential value. Positive emotions positively affect aesthetic experiential value and satisfaction. Aesthetic experiential value positively affects satisfaction. Satisfaction positively affects purchase intention. Online shopping frequency acts as a moderating variable in this S - O - R model. Therefore, emphasizing the design of web visual aesthetics can enhance users' positive emotions, aesthetic experiential value, and satisfaction, and thereby improve purchase intention. Different marketing strategies can be designed for consumers with different frequencies of online shopping.