本研究旨在了解不同導向-「目的性導向」及「探索性導向」-的線上購物行為及流程中會如何使用中間選擇清單，也就是在做初步評估、比較與最終購買評估時會有什麼行為及需求，透過使用者旅程地圖、半結構式階梯法訪談、眼動儀及問卷等方式了解使用者經驗及需求去改善目前台灣電商平台中的中間選擇清單如願望清單的使用流程及功能。而研究結果顯示在目的性搜索及探索性瀏覽之線上購物中， 消費者有明顯不同的購物行為及流程之差異，本研究也根據實驗結果建立了購物流程模型以更清楚地知道消費者於兩種不同導向之購物流程，此外也發現無論在目的性搜索還是探索性瀏覽購物中有中間選擇清單的情況下都有助於消費者做出較好的選擇，亦能使消費者在購物流程中情緒更加正向，並提升購物意願。另外在目的性購物中消費者更注重於好的資訊呈現及如何更快地做出更好的選擇，而探索性瀏覽中消費者更注重於看到感興趣的產品及使心情更加愉悅。而針對中間選擇清單的詞彙(願望清單、追蹤清單、下次再買等等)、圖示、在產品頁面中加入願望清單的按鍵設計都會影響到消費者的操作、認知差異及情緒。
除此之外我們將針對東西方電商的願望清單進行比較及探討其中的差異，例如美國電商 Amazon 在電商平台的發展可以說是一支獨秀，而它的願望清單亦發展得相當成熟，像是可以創建不同清單來整理自己的願望清單、可以分享自己的願望清單、在願望清單中加入社群的概念已讓他人可以共同管理一個清單等功能，本研究探討這些功能是否適用於台灣的電商平台消費者，並瞭解台灣與美國消費者之消費者型態與各文化性差異對這樣的結果造成的影響。
最後藉由了解使用者於電商平台中「目的性搜索」及「探索性瀏覽」之購物行為對於中間選擇清單的使用情境及需求，並統整東西方文化差異帶來的影響，將其結果進行統整，期望能為電商平台發展提出貢獻。

The purpose of this study is to understand the online shopping behavior for different orientations - “goal-oriented” and “exploratory oriented” - and how the intermediate choice list is used in the online shopping process, that is, what behaviors and needs are used in the preliminary evaluation, comparison, and final purchase decision. Through the user journey map, semi-structured laddering interviews, eye-tracking, and questionnaires, the user experience and needs are understood to improve the use process and functionality of the intermediate choice list in the current Taiwanese e-commerce platform, such as the wish list. Besides, eye-tracking is used to observe the consumer’s response to the interface and understand their needs, such as what information they want to see, how it will be presented in favor of their use process, etc. The research results show some significantly different shopping behaviors and process differences in goal-directed search and exploratory online shopping. This research also establishes a shopping process model based on the experimental results to better understand the consumers' shopping process in the two modes of online shopping. In addition, it is found that whether in the goal-directed search or exploratory browsing shopping, it can help consumers make better choices, and it can also help consumers have more positive emotions and be more willing to shop in the shopping process if there is an intermediate choice list. Besides, in goal-directed shopping, consumers focus more on the presentation of good information and how to make better choices faster, while in exploratory browsing shopping, consumers pay more attention to seeing products of interest and making them feel happier. The terms (wish list, the following list, buy it later, etc.), icons, and button design of adding a wish list to the product page will affect consumers’ operations, cognitive differences, and emotions.
In addition, we will compare and discuss the differences in the wish list of East-West e-commerce. For example, the development of American e-commerce Amazon can be said to be a unique example in the e-commerce platform, and the wish list of Amazon has been developed quite maturely. For example, the features such as creating different lists to organize one’s wish list, sharing one’s own wish list, and the wish list with a community concept have enabled others to join to manage a list, etc. This study explores

whether these features are applicable to Taiwanese E-commerce platform consumers and understand the impact of consumer-style and cultural differences between Taiwanese and American consumers on such results.
Finally, by understanding the scenario and needs of the user’s shopping behavior of “goal-directed search” and “exploratory browsing” on the e-commerce platform and consolidating the influence of East-West cultural differences, we hope to contribute to the development of the e-commerce platform.

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