- 學位論文
網頁行銷美學與顧客體驗關鍵因素之研究
The Study of Webpage Marketing Aesthetics and Customer Experience Key Factors.
摘要
整個大環境逐漸走向美學經濟，美是一種內心的感動與喜悅，美感是吸引消費者的目光，直接勾起消費者的情感及情緒最大因素，也成了左右消費者掏錢購買的誘因；網路行銷是本世紀最熱門的行銷工具之一。網際網路上有千千萬萬無法計數的網站，要吸引瀏覽者的青睞更要他留下深刻而美好的印象，就必須要研究如何從使用者的需求角度來撰寫及製作網頁。所以到底怎樣的網頁美學設計才能令使用者有個美好的整體印象，並且想再次瀏覽該網站，這就成為一個吸引人的網頁在設計時最重要的考量之一。 本研究以網頁美學的三個構面色彩佈局、版面編排、風格塑造的關鍵因素透過顧客的感官、情感、思考、行動、關聯等體驗過程；以不同的性別、不同的年齡、不同教育程度、不同職業、不同專長來探索最後顧客在瀏覽過網頁後所留下整體印象之間的相關性。 本研究採用問卷調查方式經過資料處理，透過因素分析、差異性分析及獨立樣本單因子變異數分析 (one-way ANOVA)、相關分析等各種分析的結果發現：(1)網頁美學共15項因素對瀏覽者的專業產生比較大的差異；(2)美學構面的「色彩佈局」對顧客整體印象的吸引力、創造力反應有較高的關聯；(3)美學構面的「風格塑造」對顧客整體印象的價值感反應有較高的關聯；(4)美學構面的「版面編排」對顧客整體印象的愉悅感反應有較高的關聯。 雖然我們探討的是網頁行銷美學，如果將這些美學因素擴大來思考就是一種時尚一種社會思潮和審美的理想，也是一種趨勢；時代走向追求知覺的滿足及象徵意義的擁有，在這個時代談行銷必定要從美學切入；從美學的因素去思考才能提昇行銷的核心價值，避開血流成河的市場拚鬥，創造獨自擁有的碧海藍天。
並列摘要
Great environment to be move towards gradually aesthstic economy, Beauty for kinds of emotion and the happinesses of heart, aesthetic feeling is the sight which attracts consumers, trigger consumers' emotion and the greatest factor of mood directly, become about consumer foot a bill the inducement bought too; Webpage marketing is one of the hottest marketing tools in this century.There are many websites that can't count on the internet network, is it attract favor of viewer want him leave deep even more to want and bright impression must study how about to write and make webpages in terms of the user's demand.So what kind of webpage it makes the user have a bright whole impression that aesthetics is designed on earth, and want to browse through this website again, this becomes an attractive webpage and one of the most important doing in the test amount in the design. This research is with three literary composition surface Color Design, Page Layout, Style Create, of aesthetics of the webpage, Customer experience the course through the customer's sense organ, emotion, thinking, takes action, related,etc. in key factor that the layout is graded, the style moulds; With different sex, different age, different education degree, different job, different speciality is it explore Customer image in dependence among the whole impression sown after the webpage of browsing through finally to come. This research adopts the investigation method of the questionnaire to deal with through the materials, through analysis, project analysis, factor analysis, difference analyse, independent sample form factor make a variation and count analysing (one-way ANOVA) , relevant various kinds of results analysed of analysing etc. are found: (1)Webpage aesthetics 15 factor speciality in viewer produce heavy difference altogether; (2)Construct the appeal to customer's whole impression of overall arrangement of Taxi color, creativity and reflect that there is higher relation in aesthetics; (3)Construct the Taxi style and mould and reflect to customer's value sense on whole impression that there is higher relation in aesthetics; (4)Construct the Taxi layout and grade and reflect to customer's joyful sense on whole impression that there is higher relation in aesthetics. Although we explore the aesthetics of web-page marketing, we expand the thinking of these aesthetics factors as a kind of fashion, a kind of social ideological trend, and an appreciation of beauty idea, and it is also a trend. Times pursue sense of satisfactions, and ownership of symbolization meaning. Now, when we talk about marketing, it needs to get started from aesthetics. To think of aesthetic factors is to upgrade the core value of marketing. To create your own blue ocean with blue sky is to avoid market fighting breeding like a river.