網站視覺與產品資訊設計對消費者情緒與反應之影響研究

The Impact of Website Visual and Product Information Design on Consumer Emotion and Response

張書豪(Shu-Hao Chang)

《創新與管理》 7卷2期 (2010/05) Pp. 91-109

https://doi.org/10.30118/JIM.201005.0005

摘要

本研究從消費者說服的角度出發，檢測網站提供視覺設計與產品資訊設計後，對於消費者情緒與消費反應之效果。根據過去研究推演，網站視覺設計與產品資訊設計會影響情緒狀態，而最終影響消費反應。本研究將採用S-O-R典範，解釋與預測線上消費者對於網站設計的反應。在探討網站－消費者二元關係時，由消費者角度出發是相當重要，滿意度與趨向行為的建立在於網站的設計能夠吸引消費者的目光。研究結果發現網站視覺設計、產品資訊設計會經由愉悅與喚起影響滿意度與趨向行為。因此，本文採取消費者觀點檢視不同網站設計之效果，網站必須提供具有吸引力之設計以增加消費者正面的情緒狀態與消費反應。

關鍵字

網站視覺設計 ； 產品資訊設計 ； 情緒狀態 ； 消費反應

並列摘要

We investigate the influence of visual design and product information design on consumer emotion and shopping response from the perspective of consumer persuasion. According to results of previous researches, websites' visual design and product information design will affect emotional state and shopping response. The study will adopt SOR paradigms to explain and predict online consumer responses to website design. Consumer perspective of exploring the binary relationship in websites and consumers is important. Satisfaction and approach behavior are based on websites design can attract consumer notices. The results indicate that website visual design and product information design will significantly positive affect satisfaction and approach behavior via pleasure and arousal. Therefore, this study adopts consumer perspective to validate the effects of websites' design. The website should offer attractive design to increase the consumer positive emotional state and shopping response.

並列關鍵字

Website visual design ； product information design ； emotional state ； shopping response