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研究生：	陳素雯 Chen, Su-wen
論文名稱：	網路商店氛圍對消費者行為意向的影響:以認知、情緒及購物價值為中介變數 The Impact of Online Store Atmospherics on Consumer Behavioral Intentions: Cognition, Emotion,and Shopping Value as Mediators
指導教授：	張心馨 Chang, Hsin Hsin
學位類別：	博士 Doctor
系所名稱：	管理學院 - 企業管理學系 Department of Business Administration
論文出版年：	2009
畢業學年度：	97
語文別：	英文
論文頁數：	190
中文關鍵詞：	購物價值、消費者情緒、行為意向、消費者認知、商店氛圍、刺激－內在感受－反應、購物動機
外文關鍵詞：	Shopping Motivation, Behavioral Intention, Stimulus-Organism-Response (S-O-R), Shopping Value, Store Atmospherics, Cognition, Emotion
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在傳統的零售商店研究中，商店氛圍、消費者認知、消費者情緒及購物價值及購物動機是廣為大家所認可會影響消費者行為意向的五個重要因素。隨著網路零售購物的快速發展，網路商店的情境氛圍對消費者行為意向的影響已逐漸受到產業界及學術界的重視。然而，過去的研究並未提供一個完整的研究架構來解釋網路商店氛圍是如何地影響消費者內在的心理狀態，進而影響消費者的行為意向。特別是，在網路購物環境中上述五個因子的彼此錯綜複雜交織的互相關係，一直尚未被完全地研究分析和瞭解。
因此，本研究根據“刺激－內在感受－反應＂（Stimulus-Organism-Response的架構，提出一個整合型的研究模型來探討構成網路商店氛圍的因子(即網站設計、互動、外觀和品牌等因子)、消費者的內在心理狀態(即消費者認知、消費者情緒和購物價值)和消費者行為意向（即購買意願，再光顧意願與佇足逗留網路商店的意願）彼此之間的關係。另外，本研究以購物動機做為干擾變數，並檢驗它是否會干擾網路商店氛圍對消費者認知及情緒之影響。
研究分析結果顯示，網路商店的氛圍及其品牌會影響消費者對網路商店服務與商品品質的認知，並同時影響消費者在網路商店中瀏覽或購物時的情緒，進而影響消費者對該網站實用與享樂價值的感受，最後影響消費者對網路商店的行為意向。特別是，本研究發現網站的互動性是影響消費者對網路商店服務與商品品質認知最重要的因子，其次依序為網站外觀與網站內容設計；反之，網站外觀對消費情緒的影響為最大，其次依序為網站互動性與網站結構設計。就中介變數對消費行為意向之影響而言，消費者對網路商店服務與商品品質的認知與實用價值的感受會影響消費者的購買意願與再光顧該商店的意願；反之，消費者的情緒與享樂價值的感受則會影響消費者佇足逗留該網路商店的意願。
本研究的貢獻是在於更深入的探討網路商店氛圍對消費者認知、消費者情緒和購物價值等中介變數的影響，以及這些中介變數對於消費者行為意向之影響。
另外，本研究的貢獻也在於探討過去研究所忽略掉的一些與網路商店氛圍和消費行為反應有關的重要議題，例如: 消費者在網路商店的購買經驗與購物動機。研究結果可以做為網路商店管理者決定如何分配資源來設計網路商店的購物環境以增加消費者購買意願的重要參考依據。

Store atmospherics as well as consumer cognition, emotion, shopping value, and shopping motivation have been recognized as critical factors which affect consumer behavioral intentions in a traditional retail context. Given the recent explosive growth online retailing, the effects of online store atmospherics on consumer behavioral intentions have received increasing managerial and research attention. However, previous studies do not offer an overall framework for explaining how online store atmospherics affects consumers’ internal states, and in turn, their behavioral intentions. Specifically, the complicated interwoven relationships among those factors have not yet been fully uncovered and understood in the online retail context.
Therefore, this study proposes an integrated research model for the purpose of testing the relationships among online store atmospheric cues (e.g., website design, social, ambient, and brand cues), consumers’ internal states (e.g., cognition, emotion, and perceived shopping value), and behavioral intentions, which is based on the stimulus-organism-response (S-O-R) framework. In addition, this study adopts shopping motivation as a moderator variable and attempts to examine its effect on the relationships
between online store atmospherics and consumers’ cognition and emotion. The analytical results demonstrate that an online store’s atmospherics and its website brand simultaneously affect consumers’ cognition and emotion, and in turn consumers’perceptions of utilitarian and hedonic value, and consequently their behavioral intentions toward the online store. Specifically, this study found that website interactivity has the biggest effect on consumers’ cognition, followed by site appearance, and then content design, while appearance exerts the strongest effect on consumers’ emotion, followed by interactivity, and then structural design. In addition, the results show that consumers’cognition and utilitarian value directly affect consumers’ purchase and patronage intention,while consumers’ emotion and hedonic value directly influence consumers’ desire to stayin the online store.
This study may contribute to a further understanding of the effect of online store
atmospheric cues on consumer cognition, emotion, and perceived shopping value, and in turn, the behavioral intentions of consumer in an online retail context. In addition, this study also contribute to shedding light on some important issues (i.e., consumers’ purchase experience with the online store they are visiting and their shopping motivation) related to online store atmospherics and consumer responses that have not been addressed by previous studies. The results of this study may be important for managers of online stores as they decide how to allocate resources for the design of retail web environments that will raise the likelihood of purchases.

ABSTRACT...............................................................................................................Ⅰ
ACKNOWLEDGEMENTS.........................................................................................V
TABLE OF CONTENTS............................................................................................VI
LIST OF TABLES..........................................................................................X
LIST OF FIGURES...........................................................................................XII
CHAPTER ONE  INTRODUCTION......................................................................1
1 Research Background and Motivations.............................................................1
2 Conceptual Framework......................................................................................5
3 The Purpose of the Study....................................................................................7
4 Research Procedure .............................................................................................8
CHAPTER TWO  LITERATURE REVIEW........................................................10
1 Definition of Theory and Research Constructs................................................10
1.1 Stimulus-Organism-Response (S-O-R)....................................................10
1.2 Stimulus…................................................................................................11
1.2.1 Website Design Factor....................................................................13
1.2.2 Website Social Factor.....................................................................15
1.2.2 Website Ambient Factor..................................................................16
1.2.4 Website Brand ................................................................................16
1.3 Organism..............................................................................................18
1.3.1 Cognition........................................................................................18
1.3.2 Emotion..........................................................................................20
1.3.3 Shopping Value...............................................................................21
1.4 Response..................................................................................................23
1.5 Shopping Motivation...............................................................................25
2 Hypotheses Development.................................................................................26
2.1 Stimulus and Cognition...........................................................................27
2.2 Stimulus and Emotion.............................................................................31
2.3 Cognition and Emotion...........................................................................33
2.4 Cognition, Emotion and Behavioral intentions........................................35
2.5 Cognition, Emotion and Shopping Value.................................................37
2.6 Shopping Value and Behavioral intentions...............................................40
2.7 Effects of Shopping Motivation...............................................................42
 CHAPTER THREE  RESEARCH DESIGN AND METHODOLOGY............45
1 Research Model................................................................................................45
2 Construct Measurement....................................................................................46
2.1 Website Design Factor.............................................................................46
2.2 Website Social Factor..............................................................................47
2.3 Website Ambient Factor...........................................................................48
2.4 Website Brand..........................................................................................49
2.5 Cognition.................................................................................................49
2.6 Emotion.............................................................................................51
2.7 Shopping Value....................................................................................52
2.8 Behavioral intentions……........................................................................53
2.9 Shopping Motivation.........................................................................54
2.10 Demographic Information…….............................................................55
3 Stimuli Selection .............................................................................................55
4 Questionnaire Design.......................................................................................56
5 Sample Plan......................................................................................................57
6 Data Analysis Procedure..................................................................................59
6.1 Descriptive Statistic Analysis..................................................................59
6.2 Purification and Reliability of the Measurement Variables....................59
6.3 Interrelationships among Research Variables.........................................60
CHAPTER FOUR DESCRIPTIVE ANALYSIS AND RELIABILITY TESTS....64
1 Characteristics of Respondents......................64
2 Measurement results for Research Variable.................................................67
3 Reliability and Validity Tests.............................................71
3.1 Exploratory factor analysis..............................................................71
3.2 Confirmatory factor analysis............................................................82
4 Testing of Homogeneity.............................................88
CHAPTER FIVE RESEARCH ANALYSIS AND RESULTS ................................92
1 Manipulation Check of the Website Brand of Online store......................92
2 Testing of the Full Model…............................................................................96
2.1 The results of the full model..............................................................96
2.2 The direct, indirect and total effects of predicts..............................102
2.3 The effects of antecedents on consumer behavioral intentions............103
3 Competing Models for Groups With/Without Purchase Experience........107
4 Testing of the Stimulus-Organism (S-O) Model .........114
5 Clusters of Respondents with Different Shopping Motivation .......120
5.1 Cluster respondents based on their shopping motivation...120
5.2 The Relationships between four e-shopper segments and demographics...........123
6 Testing Moderating Effects of Shopping Motivation.......................128
6.1 The moderating effect of e-shoppers with different shopping motivation .128
6.2 The moderating effect of shopping motivation scenarios.........135
CHAPTER SIX RESEARCH CONCULSIONS AND CONTRIBUTIONS.......139
1 Discussions and Conclusions......................139
1.1 Stimulus and Organism...........................................................................140
1.2 Cognition, Emotion and Shopping Value................................................143
1.3 Organism and Response..........................................................................145
1.4 The moderating effects of shopping motivation......................................146
2 Contributions and Implications...............................................................147
2.1 Research Contributions...........................................................................147
2.2 Managerial Implications ........................................................................151
3 Limitation and Future Research...................................................................154
REFERENCES...........................................................................................................157
APPENDIX A SURVEY QUESTIONNAIRE ........................................................174
APPENDIX B THE DESCRIPTION OF THE SIX ONLINE STORES............. 186
                                    

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