網頁美感與使用性對消費者資訊處理的影響

Web usability and aesthetics effect on consumer information processing

陳思方(Chen, Szu Fang)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2011年)

摘要

隨著網際網路 (Internet) 技術的純熟得以廣泛的運用，使得企業透過網際網路進行許多交易活動 (Zakon, 1997; Ford, 1998)。對購物網站而言，瞭解顧客並讓消費者持續造訪，進而留住顧客替企業帶來利潤。對於想在網際網路時代生存下去的企業來說，是一個需要思考的重要課題。

根據環境心理學的研究，各種環境刺激都會引起消費者的行為反應(Goodwin, 1987; Benbunan-Fich, 2001)。在行銷領域的研究中，也已發現包括視覺、聽覺、嗅覺、觸覺等的環境氛圍刺激，顯著地影響消費者的購物意圖、對商店的評價、購物的享受、購買數量和品牌記憶 (Nielsen, 2000)。但是，在網頁設計的研究上，較偏向網頁使用性的研究，並以此來評量網頁設計的標準和重點。雖然在網頁設計上，使用性被公認為不可少的，Tractinsky, Katz and Ikar (2000) 指出網頁美學在網頁使用性上的研究仍是被忽略的。他們認為，美學的概念和使用性方面是使用者介面的兩個代表。因此，網站介面設計不應只再局限在效用議題上，情緒因素，如美感等面向皆應納入考量。

本研究目的即是從美感與使用性等兩個角度切入探討線上購物網站介面設計。網頁設計的美感與使用性對消費者處理訊息 (路徑) 的影響？消費者的性別差異、認知風格又是如何被其影響？本研究採用問卷調查方式蒐集實證資料，以網路使用者為研究對象，研究結果發現網頁美感與使用性會影響消費者的購買意圖及搜尋活動，及認知風格為與性別會調節在高美感、高使用性網頁對購買意圖的關係，如：文字型的女生會弱化在高美感、高使用性網頁對購買意圖的關係，圖像型的女生會強化在高美感、高使用性網頁對購買意圖的關係成立。

關鍵字

網頁使用性、美感情緒、推敲可能模式、認知風格

並列摘要

As the Internet technology can be widely used proficient, allowing companies to conduct many transactions over the Internet activities (Zakon, 1997; Ford, 1998). For shopping websites, it’s important to understand customers and make them keeping visit the site, then retain customers for the business profitable. That’s the main issue for businesses that want to keep survival in the Internet era. According to the environmental psychology research, a variety of environmental stimuli can cause behavioral responses of consumers (Goodwin, 1987; Benbunan-Fich, 2001).
In the field of marketing research, has also been found, including vision, hearing, smell, touch and other stimulation of the environmental atmosphere, significantly influence consumer purchase intention, the evaluation of the store, shopping enjoyment, purchase amount and brand of memory (Nielsen, 2000). However, the research of web is more focus on web usability, and set it as the main point to evaluate the criteria and priorities of the web design. Although usability is considered essential for the web page design, Tractinsky, Katz and Ikar (2000) pointed out that the research of web aesthetic on web usability is still being ignored. In their view, the concept of aesthetics and usability aspects are two representatives of the user interface. Therefore, the website interface design should not only be limited to utility issues, emotional factors, such as beauty, etc. should be taken into consideration for all.
The objective of this research was to investigate the online shopping site interface design by aesthetics and usability. How the aesthetic feeling of web interface design and usability impacted the message (path) arrangement of consumers. How the gender differences and cognitive style of consumers had been impact by aesthetics and usability?

This research used questionnaires to collect empirical data from internet users as the research object. The results showed that the web aesthetics and usability will affect the consumer purchase intentions and search activity. Also, cognitive style and gender will be the adjust points in the high aesthetic and high-usability web on purchase Intention. For example, text-based female will reduce the connection between the high aesthetic and high-usability pages and purchase intention; the image-based female will reinforce the connection between the high aesthetic and high-usability pages and purchase intention.

並列關鍵字

Usability of Webpage, Aesthetic Emotion, Elaboration Likelihood Model (ELM), Cognitive Style

參考文獻

陳文剛，2002，網站之文化使用性研究－以華文入口網站為例，碩士論文，元智大學資訊傳播學系。

陳玫真，2010，網站使用性與美感對使用者行為意圖影響之研究，博士論文，國立台北大學企業管理學系。

蔡子瑋，2008，美感情緒與網頁視覺信息的關係研究，博士論文，國立交通大學應用藝術研究所。

Ajzen, I. (2001). Nature & Operation of Attitudes. Annual Review of Psychology, 52 (1), 27-58.

Babin, B. J., Darden, W. R. & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4), 644-656.