本文選題：網(wǎng)頁設(shè)計(jì)因素 + 購買意愿��； 參考：《東華大學(xué)》2014年碩士論文

【摘要】：隨著網(wǎng)絡(luò)購物的不斷深入發(fā)展以及網(wǎng)購用戶個(gè)性化需求的增長,深入研究網(wǎng)頁設(shè)計(jì)因素對(duì)消費(fèi)者網(wǎng)絡(luò)購買行為的影響具有重要意義。確定影響網(wǎng)絡(luò)消費(fèi)者行為的關(guān)鍵因素,并對(duì)其中的可控因素加以管理,創(chuàng)造出一種正面形象或一種“顧客喜歡”的形象,是零售管理活動(dòng)的一個(gè)重要組成部分,也直接關(guān)系到賣家能否創(chuàng)造出區(qū)別于競爭對(duì)手的差別化優(yōu)勢。 本文旨在研究網(wǎng)頁設(shè)計(jì)因素對(duì)于消費(fèi)者購買意愿的影響,基于前人相關(guān)成果和TAM模型提出本文研究的假設(shè)模型,在此基礎(chǔ)上設(shè)計(jì)了問卷,并運(yùn)用企業(yè)版問卷星平臺(tái)收集數(shù)據(jù),問卷涉及的變量有6個(gè)：網(wǎng)站功能設(shè)計(jì),網(wǎng)站內(nèi)容設(shè)計(jì),網(wǎng)站頁面設(shè)計(jì),感知可用性,感知易用性及顧客購買意愿。通過對(duì)回收的174份有效問卷進(jìn)行描述性分析,因子分析,差異分析以及路徑分析,了解了被調(diào)研者的用戶特征,驗(yàn)證了本文提出的假設(shè),結(jié)果表明：網(wǎng)站設(shè)計(jì)因素不會(huì)直接對(duì)消費(fèi)者的購買意愿產(chǎn)生影響,而是通過感知可用性與感知易用性來產(chǎn)生影響。 在問卷分析結(jié)果的基礎(chǔ)上,本文進(jìn)一步提取出被調(diào)研者關(guān)注度較高的網(wǎng)頁布局因子,采用情景模擬實(shí)驗(yàn)的方法進(jìn)一步分析四種不同類型的網(wǎng)頁布局影響對(duì)購買意愿程度的影響。在情緒測量作為實(shí)驗(yàn)先測結(jié)束之后,本研究將T型,POP型,對(duì)稱型,口型等四種類型的網(wǎng)頁頁面布局截圖呈現(xiàn)給被試,由其選擇看到網(wǎng)頁時(shí)的情緒反應(yīng)和購買意愿程度。通過對(duì)收集數(shù)據(jù)的分析表明,不同網(wǎng)頁布局下消費(fèi)者的感知情緒和購買意愿存在顯著性差異：T型布局的網(wǎng)頁頁面布局最能引發(fā)消費(fèi)者的購買意愿,其次是對(duì)稱型的頁面布局,POP型相較于其他三種類型的頁面布局結(jié)構(gòu)來說,對(duì)消費(fèi)者購買意愿的影響程度最小。同時(shí),為了進(jìn)一步驗(yàn)證影響機(jī)制,本研究對(duì)實(shí)驗(yàn)數(shù)據(jù)進(jìn)行進(jìn)一步分析得結(jié)論：情緒與網(wǎng)頁布局的交互效應(yīng)對(duì)消費(fèi)者的購買意愿產(chǎn)生影響。
[Abstract]:With the continuous development of online shopping and the growth of personalized demand of online shopping users, it is of great significance to study the influence of web design factors on consumers' online purchasing behavior. It is an important part of retail management activities to identify the key factors that affect the behavior of online consumers and to manage the controllable factors in order to create a positive image or a "customer like" image. Also directly related to the seller can create a difference from the competitive advantage of differentiation. The purpose of this paper is to study the influence of web design factors on consumers' willingness to buy. Based on the previous research results and TAM model, this paper puts forward the hypothetical model of this paper, and then designs a questionnaire, and uses the enterprise version of questionnaire star platform to collect data. There are six variables involved in the questionnaire: website function design, website content design, website page design, perceived usability, perceived usability and customer willingness to buy. Based on the descriptive analysis, factor analysis, difference analysis and path analysis of 174 valid questionnaires, the user characteristics of the respondents are understood, and the hypotheses proposed in this paper are verified. The results show that the factors of website design do not directly affect consumers' willingness to buy, but through perceived usability and perceived ease of use. On the basis of the results of questionnaire analysis, this paper further extracts the highly concerned page layout factors, and further analyzes the influence of four different types of web page layout on the degree of purchase intention by the method of scenario simulation experiment. At the end of the experiment, four types of page layout screenshots, T type pop, symmetrical type and mouth type, were presented to the subjects to choose the emotional reaction and the degree of purchase intention when they saw the web page. Through the analysis of the collected data, the results show that there are significant differences in consumer's perceived emotion and purchase intention under different web page layout. Secondly, compared with the other three types of page layout structure, the symmetrical page layout / pop type has the least influence on consumers' willingness to buy. At the same time, in order to further verify the influence mechanism, this study further analyzes the experimental data and draws a conclusion: the interaction between emotion and web layout has an impact on consumers' willingness to buy.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：TP393.092;F713.55

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