網頁設計對離線購買意願影響

Abstract

此研究探討網站設計對離線購買意願之影響。 近十年來使用網路溝通的人數日益增長，透過某些網站購物的人數也變多，因此便於研究者研究網站設計、信心及網上購物之間關係。 不少研究確認網站設計會影響到網上購買意願。 但關於網站設計如何影響到離線購買意願卻不曾研究。 此研究目標為測量資訊設計、導航設計、視覺設計三種設計對於顧客滿足感及信心，進而測量滿足感及信心對於離線購買意願之影響。 此研究經網上問卷收集資料後，使用SPSS來計算所有關係。 得到的結果確認了除視覺設計與信心關係外，其他都有顯著正相關。 據此發現，此研究建議網站設計不但影響線上購買意願，而且同樣影響到離線購買意願。

This research investigates how website design relates to off-line purchasing intention. The growth in popularity of Internet transactions allows us measure the relationship between website design, trust, and online shopping. There are numbers of research that confirm that website design does influence online purchasing intention. However, the impact of website design on off-line purchasing intentions has not previously been modeled. This study aims to measure the impact of three categories of website design, Information Design, Navigation Design, and Visual Design, on the satisfaction and confidence of customers. Alternately, the relationship of satisfaction and confidence of customers to their off-line intention of purchasing will be evaluated. This research uses online questionnaires in order to collect data from Internet users. In turn, the overall model will be tested using SPSS. The results confirm almost all paths of the model. It suggests website design characteristics should be a significant factor in off-line patronage similar to conclusions obtained from previous research that focused on the relationship between websites and purchasing intentions.