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標題: 電子商務網站設計對消費者購物意願之影響:以人格特質為調節變數
The Effect of Website Design on Purchase Intention: Personality as Moderator
作者: 黃筱琦
Hsiao-Chi Huang
關鍵字: 網站設計;購買意願;衝動購物意願;電子商務;website design;purchase intention;urge to purchase intention;e-commerce
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Nowadays online shopping has become part of our daily lives, this research selected apparel websites, used visual design (warm / cool), navigation design (color link / no color link) and information design (high / low) as experimental manipulated variable. In order to examine the different website designs and personality traits will have different effect on consumers' purchase intention.
The result showed that visual design and information design of the website was significant main effect on purchase intention. On the contrary, only the navigation design has main effect on urge to purchase intention. In the group of low materialism, navigation design and information design of the website was significant main effect on purchase intention and urges to purchase intention, but for high materialist customers, there was an interaction effect only when 'warm' and 'high' information design, this situation would cause consumers' urge to purchase intention. Besides, for groups with low conspicuous consumption, a website visual design and information design will generate purchase intentions, but only have urge to purchase intentions in the case of 'warm-tone' visual design, 'high' information and 'color links' navigation design.
Finally, high conspicuous consumption people will have the same purchase intention and urge to purchase intention when the website design for warm-tone and provide high information.These findings offer basis for subsequent improvements of existing online shopping websites also provides a clear design method for traditional retailers, reducing the initial cost of setting up a website and improving the business performance of the company.
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