網路世界的無遠弗屆帶給人們莫大便利,使得購物不再受時空的限制。隨著商品間競爭日趨激烈,如何能在競爭者眾多的情況下,脫穎而出獲得消費者青睞,除了商品本身品質外,適度地透過網頁的包裝與宣傳更可以為商品增添風采。因此,了解購物網站網頁美學此一議題是相當重要的。故本研究以網頁美學認知為自變數,網路忠誠為應變數,使用動機為干擾因子,探討網頁美學認知與網路忠誠間的關聯性,並進一步了解使用者是否因使用動機的差異而影響網路忠誠的表現。共回收有效樣本326份。研究結果發現,合宜擺設美學對網路忠誠有顯著影響;又時空便利動機對合宜擺設美學與網路忠誠有干擾效果。希望本研究的結果能協助業者更加了解不同型式的網頁美學呈現方式和具有不同使用動機的網路購物使用者,以做出因應策略來提升網路忠誠。
With the progress and innovation of technology, the uses of computers and the Internet have become much easier and have gained its popularity. The variety of social interaction and business behavior gradually move from real lives to the virtual Internet world. Thanks to the convenience the Internet has brought, shopping is no longer confined to time and ground. As to on-line shopping, in addition to the quality of the product itself, designing and decorating the website would be a key feature that makes it stand out in the keen competition. Therefore, web aesthetics is a crucial issue. The two main purposes of this research are: 1. To investigate the relationship between the web aesthetics cognition of on-line shopping users and e-loyalty. 2. To define the moderating roles between the relationship of web aesthetics cognition of on-line shopping users and e-loyalty. 326 valid copies were collected. The research result shows that the appropriate layout aesthetics has a significant impact on e-loyalty, and space-time convenience motivation plays the moderating role between the relationship of web aesthetics cognition of on-line shopping users and e-loyalty. It is expected that the research result could provide the enterprises references when they design the appropriate website to enhance the e-loyalty.
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