隨著線上購物風潮持續，線上零售業仍然吸引眾人的目光。Baker 等學者1994提出網頁氣氛相較於其他因素對於線上消費者的購買意圖有更大的影響。Luna 等學者則建議應該研究線上購物網頁的氣氛。所以逐漸有關於線上購物網頁氣氛探討的文獻出現。本研究採取S-O-R 模式建立架構，探討網頁的氛圍及陳列設計如何影響消費
者情感激起，對網頁之態度及購買意願。此外，由於過去的文獻建議消費者的特質將會成為影響線上購物網頁氣氛及消費者情感激起，對網頁態度的干擾變數。本研究採取Schwartz 所提出的個人價值觀模式了解消費者的價值觀將如何干擾購物網頁氣氛
及情感激起對網頁態度影響之間的關係。
本研究結果指出網頁陳列方式，網頁氛圍，情感激起及消費者對網頁的態度皆對
消費者之購買意圖正面的影響。其中網頁氛圍比網頁陳列方式對於消費者購買意圖的影響較大。而個人價值觀之中的對改變開放(openness-to-change)與自我增強(self-enhancement)對於網頁氣氛及網頁態度有正向干擾現象，保守(conservation)則對網頁氣氛及網頁態度則有負向干擾現象。

Online retailing has attracted a lot of attention in recent years due to its potential and implication for buyers and sellers. Baker et al. (1994) stated that atmospheric cues may be more influential than other marketing inputs at the point of purchase. As a result, this study adopts the S-O-R framework to illustrate how layout design and ambience atmosphere influence consumers shopping intention on the website. Beside, consumer’s characters are suggested to moderate the relationship between layout design, ambience atmosphere and emotional arousal and shoppers’ attitude toward the website. In this study, we adopt universal value (Schwartz, 1992) to examine its moderating effects on the relationship between
stimulus and organism in S-O-R framework.
The results of this study indicate that layout design, ambience atmosphere, emotional arousal, and attitude toward the website positively influence purchasing intention. Besides, ambience atmosphere presents more influential effect than layout design. Moreover, openness-
to change and self-enhancement positively moderate the relationship between ambience atmospheres, and attitude toward the website, whereas, conservation has negative
moderate effect on the relationship between ambience atmospheres, and attitude toward the website.

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