近年來,拜科技進步所賜,電腦與網際網路使用日趨精進而普及,各種在現實社會中所發生的人際關係互動和商業行為紛紛移轉至虛擬的網路舞臺上。網路世界的無遠弗屆帶給了人們莫大的便利,使得購物不再受時間和地域的限制。現今公司行號或個人使用線上購物頻繁,接觸到的商品種類眾多,各商品間的競爭也更趨激烈,如何能在競爭者眾多的情況下,順利脫穎而出獲得消費者的青睞,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必要且重要的。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不同人口統計變數及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,平面式美學對網路忠誠有顯著影響;又時空便利動機對平面式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地網路購物使用者,以做出適當的因應策略,達到提升網路忠誠的目標。
With the progress and innovation of technology, the uses of computers and Internet become much easier and gain its popularity. The variety of social interaction and business behavior gradually move from real lives to the visual Internet world. Since the characteristics of Internet bring us a large amount of convenience, shopping is no longer confined to time and area. As to online 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 to discuss. 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 of the relationship between web aesthetics cognition of on-line shopping users and e-loyalty. There are 326 valid samples collected. The research result shows that the graphic aesthetics has a significant impact on e-loyalty, and space-time convenience motivation plays the moderating role of the relationship between web aesthetics cognition of on-line shopping users and e-loyalty. It is expected that the research result could provide the enterprises as a reference when they design the appropriate website to enhance the e-loyalty.