網站使用性與美感對使用者行為意圖影響之研究

The Impacts of Website Usability and Aesthetics on Users' Behavior Intertion

陳玫真(Mei-Jen Chen)

指導教授 ： 黃營杉

國立臺北大學/商學院/企業管理學系/博士(2010年)

摘要

資訊科技應用蓬勃發展，網路應用日益多樣化，購物網站與社群網站成為消費者與網站互動的新趨勢，而線上使用者並未直接與公司或社群成員接觸，網站成為影響線上行為的重要依據。使用者對於網站設計的知覺，可以用網站使用性來衡量，隨著人機互動從著重實用的觀點轉變為關注使用者整體的經驗，使用性也加入視覺美感的衡量以反應人機互動的趨勢。
本研究期望透過了解網站使用性與美感對使用者行為的影響，進一步定位信任在網站設計所扮演的角色，並爲因應網站應用的趨勢，分別探討購物網站與社群網站兩種不同的網站類型的網站設計的差異，欲探討(1)網站使用性與美感對線上信任形成的影響。(2)網站使用性與美感對於使用者行為意圖的影響。(3)購物網站與社群網站中，網站使用性與美感對使用者行為意圖的影響是否有差異。
本研究共取得341位線上使用者作為分析的樣本，以結構方程模式(SEM)驗證研究分組樣本資料的分析與研究假說的驗證。模式分析的結果顯示，對購物網站而言，網站使用性與美感皆正向影響購買意圖，但影響路徑不同；網站使用性經由線上信任影響購買意圖，美感經由使用影響購買意圖，且美感在購物網站的影響較大。對社群網站而言，網站使用性對使用頻率的影響較大。網站使用性對線上信任的形成在這兩類網站中都有顯著且正向的影響，顯示網站使用性用來建立使用者的信任，不論網站類型的差異都是重要的。本研究依據上述發現提出具體的理論與實務意涵，以及後續研究方向。

關鍵字

網站使用性 ； 美感 ； 信任 ； 行為意圖

並列摘要

On-line shopping has become increasingly popular along with the advance of information technology. Since the virtuality of online store prevents consumers from direct interacting with the company, the website usability is playing a crucial role in shaping the consumers’ trust toward the site. Perceived of website design for user can be measured by website usability. In terms of human-computer interaction, the focus has changed from utility to user experience. Website usability is also added the measurement of visual aesthetics for the trend of human-computer interaction.
This study intends to explore the impacts of users’ behaviors through website usability and visual aesthetics and find the trust playing the role on website design. For the trend of website application, the differences of website design between shopping website and community one are also discussed. Three points are disclosure including (1) website usability and aesthetics impact on the online trust (2) website usability and aesthetics impact on users’ intentions (3) website usability and aesthetics impact on users’ intentions in the shopping website and community one.
There are 341 online users as the sample of analysis. We use structural equation model (SEM) to verify the analysis of grouped sample data and the hypothesis of this study. The result of model analysis shows website usability and aesthetics are both positive impact on the intention of purchase but the impact paths are different. Website usability impacts the intention of purchase through online trust. On the other hand, aesthetics impacts strongly the intention of purchase through usability. For community website, website usability is largely impacted on the frequency of usage. Website usability is positive and significant impact on online trust in these two kinds of websites. It shows that website usability is important to build up the user’s trust even in these two different website.

並列關鍵字

website usability ； aesthetics ； trust ； behavior intention

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