科學博物館網頁設計品質、態度確定性對購買意願影響之研究

The Effects of Science Museum Website Design Quality, Attitude Certainty on Consumers' Purchasing Intention

科技接受模式理論的觀點認為消費者對於科技產品的認知會影響消費者的態度，且進而影響其行為意願。基於此，本研究主要目的在驗證網頁設計品質對購買意願的影響，且態度確定性的高低可能會對產品的選擇有決定性的影響，因此，探討消費者決策中態度確定性與網頁設計品質的交互作用，所產生影響購買意願的差異效果。運用內容分析法與實驗設計方法來蒐集並實證本研究假設。研究結果發現：科學博物館網頁設計品質的優劣會影響消費者的購買意願；其次，網頁設計品質對購買意願的影響並未受到態度確定性的高低而有差異效果；且網頁設計品質對購買意願的影響也會因性別的不同而有顯著影響。

Technology Acceptance Model (TAM) maintains that consumers' perceived of technology are influential to their attitude and purchasing intention. In view of this, the purpose of this study is to test the impact of web site design quality and attitude certainty and gender on consumers' purchasing intention from the perspective of TAM. The researcher applies content analysis and experimental design in framing and verifying the structures of the hypotheses. The result reveals that science museum web site design quality and attitude certainty influence consumers' purchasing intention. However, gender, in terms of web site design quality, is also a factor to influence consumers' purchasing intention.