因網際網路的普及化，線上購物已成為消費者購物管道之一。消費者在實體與網路商店選擇同一商品時，是否會因為不同通路給予的刺激而產生不同程度的情緒反應與購物價值，進而影響其對該商品的價格敏感度? 而且新科技產品之日新月異，消費者對創新的接受度是否又會影響其購物過程的知覺? 根據以上問題，本研究設計了線上購物網站與實體產品操作情境，利用此兩種購物情境，以刺激-情緒-價值(Consciousness-Emotions-Value)模式為理論基礎，探討消費者之價格敏感度。
本研究採網路問卷與紙本問卷，有效樣本為403份。經由資料分析得知，網站品質與產品可使用性對消費者情緒有正面影響，且消費者正面情緒也會導致較高的享樂價值與功利價值。但是，較高的享樂價值會對其價格敏感度有負面影響。這表示當消費者在購物過程中感受到享樂性價值時，將願意付出更高的價錢。另外，雖然創新接受程度對網站品質、產品可使用性與消費者情緒不具顯著的干擾效果，不過卻發現消費者之創新接受程度和價格敏感度有負面相關。意指消費者的創新接受度愈高，也較願意付較高的價格購買商品。
在管理意涵上，本研究建議商家能夠改善產品與網站設計，增加產品可使用性，以提升消費者對商品的好感。無論虛擬網路或實體商店，店家應增添許多享樂性元素，例如：音樂及趣味小遊戲等，更能降低消費者之價格敏感度。本研究建議線上購物商店不需刻意強調價格優惠，資料結果顯示，消費者對網路與實體之價格敏感度沒有顯著差異。

Based on the popularity of the Internet, online shopping has become a channel for consumer shopping. When customers choose a product in a different venue, there is a question as to whether their emotions and shopping value have an influence on price sensitivity. In addition, high-tech products are updated rapidly, and there is also a question as to whether the willingness of consumers to accept new products is influenced by their perceptions of the shopping process. To answer these questions, this study have designed an online shopping website and a trail physical product situation and adopts the Consciousness-Emotions-Value (CEV) model as the theory upon which to examine consumer price sensitivity.
This research uses online-based and paper-based questionnaires for the field survey, and a total of 403 valid samples were collected. According to the findings, website quality and product usability have a positive effect on consumer emotions; a positive emotion also resulted in higher hedonic value and utilitarian value. However, hedonic value had a negative influence on price sensitivity. This indicates that consumers perceiving a higher hedonic value in the shopping process will have a higher willingness to pay more. Additionally, although innovativeness had an insignificant moderating effect on the relationship between website quality, product usability and emotions, the research indicates that innovativeness has a negative relation to price sensitivity. This indicates that consumers who had more innovativeness in high-tech products will have a greater willingness to pay more. In management implications suggest that manufacturers and retailers can improve product usability and website design to enhance favorable impressions regarding products. Whether the retail environment is an online shop or a brick-and mortal store, the retailer should create some hedonic factors, for example, music or interesting games, which can effectively decrease consumer price sensitivity. The research also suggests that online stores shouldn’t focus on price promotion. In fact, consumer price sensitivity was demonstrated to be insignificantly different between online and offline situations.

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