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    题名: 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
    作者: 裴榮康
    Pei, Rong-Kang
    贡献者: 陳宜秀
    廖峻鋒
    Chen, Yi-Hsiu
    Liao, Chun-Feng
    裴榮康
    Pei, Rong-Kang
    关键词: 電子商務
    使用者經驗
    虛擬氛圍
    消費者行爲
    日期: 2022
    上传时间: 2022-09-02 15:42:21 (UTC+8)
    摘要: 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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    描述: 碩士
    國立政治大學
    數位內容碩士學位學程
    108462018
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0108462018
    数据类型: thesis
    DOI: 10.6814/NCCU202201282
    显示于类别:[數位內容碩士學位學程] 學位論文

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