網站美學與線上消費意願及行為之研究：以生鮮電商為例

由於網路購物的普及性，使得原本在超市、傳統市場購買生鮮產品的消費習慣，由實體市場、通路逐漸移轉至線上平台，而生鮮電商受惠於疫情刺激，意外成為疫情下逆勢成長的獲益產業，眾多業者紛紛佈局生鮮網購戰場，使得生鮮電商產業正式進入快速成長期。就農產品而言，雖然其同質性高，但隨著透過不同生鮮電商的網站展示，卻也為消費者帶來截然不同的感官體驗。生鮮產品在電商網站的展示方式，已成為影響消費者整體印象最重要的「非功能性需求」之一，若能使瀏覽者維持對整體生鮮網站的良好印象，應能激發其正向的情緒，進而影響其後續對於生鮮網站的接近行為，可見美學經濟正在生鮮電商產業發酵中，並為生鮮農產品帶來新的商機。本研究根據Mehrabian and Russell（1974）提出的環境心理學理論，首先透過刺激-個體-反應模型（Stimulus-Organism-Response model, SOR model），以偏最小平方法結構方程模型（Partial Least-squares Structural equation model, PLS-SEM）檢視美學刺激與生鮮農產品線上購買意願之間的關係，再進一步使用單元排序性機率模型（ordered probit model），以了解購買意願及社群口碑效果、產品料理影片、故事行銷等因素，對消費者在生鮮網站購買生鮮產品的頻率之影響。本研究發現，消費者除了會因生鮮網站的美學形式、美學吸引力，而影響其購買意願外，其他人對於生鮮產品的評論及相關料理影片，亦為影響消費者線上購買意願之重要因素。此外，本研究結果顯示，情緒喚醒及對網站的態度在美學形式、美學吸引力與購買意願之關係中扮演著顯著的中介角色。本研究另一有趣的發現是，他人對產品的評論雖然會增加瀏覽者之購買意願，卻會降低其購買頻率的水準。再者，本研究也發現，女性使用生鮮電商平台購買生鮮產品的頻率較男性高，而不同職業別的瀏覽者亦會呈現線上購買頻率的差異，但其他社會經濟變數（如年齡、教育、收入）則並未對線上購買頻率造成顯著的影響。根據以上研究結果，本研究建議生鮮電商業者透過網站介面設計來優化線上購買環境之體驗，以增加消費者重複購買之頻率。此外，生鮮電商業者亦可運用生鮮購物之低門檻特性，活化電商分眾行銷。

關鍵字

生鮮電商；網站美學； SOR模型； PAD模型；使用者介面；線上購買意願；購買頻率

並列摘要

Due to the popularity of online shopping, the habit of buying fresh food in supermarkets and traditional markets has gradually shifted from physical markets and channels to online platforms. On the other hand, benefiting from the pandemic outbreak, fresh food E-commerce unexpectedly became a profitable industry, attracting numerous operators into this market, which turned this industry into peaking. In the case of agricultural products, despite the high degree of homogeneity, the outlooks of fresh food on the websites of different E-commerce companies bring different sensory experiences to the consumer. The way of displaying fresh food on E-commerce websites has become one of the most important "non-functional needs" that affects the browsers’ overall impression. If browsers are able to maintain a positive impression of the overall fresh produce website, it may stimulate positive emotions and subsequent approaching behavior to the fresh food website. This shows that the aesthetic economy is fermenting in the fresh food E-commerce industry, which also brings new opportunities for agricultural products. Based on the environmental psychology theory proposed by Mehrabian and Russell (1974), this study first uses the Stimulus-Organism-Response model (SOR model) and the Partial Least-Squares Structural Equation Model (PLS-SEM model) to examine the relationship between aesthetic stimuli and online purchase intention of fresh food. The ordered probit model is then used to understand the purchase intention and the effect of electronic word-of-mouth, product cooking videos, and storytelling on the frequency of purchasing fresh food on fresh food websites. This study found that besides the aesthetic formality and aesthetic appeal of the fresh food website, other people's comments and cooking videos were also important factors that influenced consumers' online purchase intentions. In addition, the results of this study showed that emotional arousal and attitude towards the website played a significant mediating role in the relationship between aesthetic formality, aesthetic appeal, and purchase intention. Another interesting finding of this study was that although other people's reviews of products increased the purchase intentions of browsers, they reduced browsers’ purchase frequency. Furthermore, this study also found that women use fresh food E-commerce platforms more frequently than men and that there are differences in online purchase frequency among browsers by occupation, but other socioeconomic variables (e.g., age, education, income) do not have a significant effect on online purchase frequency. Based on these findings, this study recommends that fresh food E-commerce companies optimize customers’ online purchasing experience through website interface design to increase the repurchase rate. In addition, fresh food E-vendors can also take advantage of the lower entry criteria for the fresh food market to revitalize E-commerce niche marketing.