航空公司網頁美感對消費者喚起及行為意圖的影響之研究

本研究旨在探討航空公司網頁美感對消費者喚起及行為意圖之影響，藉由網路問卷調查方式針對曾使用過本國籍兩大主要航空公司網頁的網路使用者作為研究對象。計蒐集320 份有效問卷（回收率90.9%），以驗證性因素分析及複迴歸法進行統計分析，同時驗證喚起在網頁美感及行為意圖間的中介與調節影響。研究結果顯示：（一）網頁美感的二個構面(美感形式、審美追求)皆對消費者行為意圖具有正向影響；（二）網頁美感的二個構面(美感形式、審美追求)皆對活力喚起具有正向影響；（三）活力喚起對消費者行為意圖具有正向影響；（四）活力喚起在網頁美感的二個構面(美感形式、審美追求)與消費者行為意圖間皆具有中介影響；（五）緊張喚起則只有在網頁美感形式與消費者行為意圖間具有調節效果。建議航空公司及相關業者除了可以透過網頁美感的經營，更應增強使用者的活力喚起及降低其緊張喚起，以提高線上消費者未來的行為意圖。

關鍵字

網頁美感；喚起；行為意圖；驗證性因素分析；干擾效應

並列摘要

This study aims to investigate the relationship between airlines web aesthetics, consumers' arousal and behavioral intentions. With data collected from a sample of 320 responses (for an effective response rate of 90.9%), this research uses confirmatory factor analysis (CFA) to examine all five constructs. The techniques for testing the hypotheses are based on multiple, mediated, and moderated regression analyses. The results of survey show: (1) Two dimensions of web aesthetics ＂aesthetic formality＂ and ＂aesthetic appeal＂ had a significant effect on consumer behavioral intentions; (2) Two dimensions of web aesthetics had a significant effect on arousal; (3) Arousal had a significant effect on consumer behavioral intentions; (4) Energetic arousal mediates the two dimensions of web aesthetics on consumer behavioral intentions; and (5) Tense arousal however moderates only aesthetic formality on consumer behavioral intentions. The implications of these results for theory 與 practice are discussed.