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    Title: 電子商務平臺中虛擬氛圍對於消費行為之影響
    The Effect of Virtual Atmosphere on Consumer Behavior over E-commerce Platform
    Authors: 裴榮康
    Pei, Rong-Kang
    Contributors: 陳宜秀
    廖峻鋒

    Chen, Yi-Hsiu
    Liao, Chun-Feng

    裴榮康
    Pei, Rong-Kang
    Keywords: 電子商務
    使用者經驗
    虛擬氛圍
    消費者行爲
    Date: 2022
    Issue Date: 2022-09-02 15:42:21 (UTC+8)
    Abstract: 根據中國大陸商務部、中央網信辦、發展改革委員會三部門聯合發布的《十四五電子商務發展規劃》中指出,預計至2025年,全中國大陸電子商務交易額將達到46萬億元。伴隨著Covid-19疫情常態化防控的社會背景下,電子商務平臺競爭越發激烈,如何營造一個良好的使用者介面及虛擬購物空間,已成為電子商務經驗業者爭搶消費者客流的關鍵。
    目前對於電子商務平臺空間營造之虛擬氛圍尚未被廣泛討論,而目前已有之研究較多集中在過去多以討論網頁導航之易用性、網頁資訊性等,而針對內容方面之研究,以虛擬社群氛圍為主。電子商務平臺氛圍塑造是透過使用者介面(User Interface, UI)與消費者進行互動的,而這一設計的目的是為影響使用者經驗(User Experience, UX),讓消費者在購物的過程中形成一個良好的購物體驗,進一步促成消費者産生較好的消費行為與態度。
    本研究以電子商務平臺虛擬氛圍為研究背景,採2(網站主色調:暖色調 VS.冷色調)x 3(網站背景音樂:快節奏 VS. 慢節奏 VS. 無音樂)的二因子組間實驗設計,探討三者在寵物購物網站的環境下,對於消費者行為及態度的影響以及感知價值、契合度及信任度在自變項(網站主色調、網站背景音樂)與依變項(用戶滿意度、購買意願、口碑推薦意願)是否存在中介效應。最後透過數據分析結果,提出針對電子商務平臺虛擬氛圍之空間塑造設計參考意見。
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    Description: 碩士
    國立政治大學
    數位內容碩士學位學程
    108462018
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0108462018
    Data Type: thesis
    DOI: 10.6814/NCCU202201282
    Appears in Collections:[數位內容碩士學位學程] 學位論文

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