本研究旨在探討於顧客購買過程中提供商品以外的選擇對顧客反應的影響，主要針對網路商店，研究顧客的知覺控制對其滿意度、態度與購買意向的變化。本研究並同時探討顧客的個人認知需求是否影響消費者的感受。本研究透過網路進行問卷調查，研究參與者先行瀏覽實驗網站後根據其自身的感受作答問卷。研究結果顯示，提高顧客在購買過程中的知覺控制程度可影響顧客產生正面的反應，並正向影響其滿意度、態度與購買意向。

This research attempted to understand the customer responses to the website when they have more alternatives of the interface beside product itself. Web based questionnaire was used in this study. Respondents experienced the experimental websites first and then finish the questionnaires according to their personal feelings. The customer responses were investigated through customer’s satisfaction, attitude toward the site, and their purchase intention. This study also adopted need for cognition as the moderate factor to find out whether the customers’ personal difference could impact their perception. The results show that customers are more likely to perform positive responses while they perceive more control during their shopping process. However, the result also shows that there are no significant effects on customer responses across different types of respondents’ need for cognition.

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