The Effect of Website Design on Purchase Intention: Personality as Moderator

如今網路購物已融入消費者的日常生活，本研究選定服飾網站，以視覺設計（暖色調／冷色調）、導覽設計（有顏色鏈結／無顏色鏈結）及資訊設計（高／低）作為實驗操弄，共蒐集390份有效樣本，目的在探究不同的網站設計及人格特質是否會產生不同的購物意願。 結果顯示，不同的視覺設計及資訊設計會使顧客產生購買意願，導覽設計則會使顧客產生衝動性購買意願。在人格特質方面，導覽設計及資訊設計對低物質主義者產生購買意願和衝動性購買意願，但高物質主義者則需在暖色調、高資訊量的特定情境下，才會產生衝動性購買意願；另外，對低炫耀性消費的人來說，視覺設計和資訊設計會使他們產生購買意願但需要在暖色調、有顏色鏈結和高資訊量的網站環境下才會出現衝動性購買意願。 最後，對高炫耀性消費的族群來說，在暖色調、高資訊量時會產生衝動性購買意願；值得注意的是，在冷色調、低資訊量的情境下雖然結果不顯著，F值卻為最高，因而建議銷售外顯性商品的賣家可以朝此方向設計網站。本研究之發現將能成為現今存在的線上購物網站後續改進的基礎，並有助於傳統零售商降低架設網站初期的成本，提升企業之經營績效。Nowadays online shopping has become part of our daily lives, this research selected apparel websites, used visual design (warm / cool), navigation design (color link / no color link) and information design (high / low) as experimental manipulated variable. In order to examine the different website designs and personality traits will have different effect on consumers' purchase intention. The result showed that visual design and information design of the website was significant main effect on purchase intention. On the contrary, only the navigation design has main effect on urge to purchase intention. In the group of low materialism, navigation design and information design of the website was significant main effect on purchase intention and urges to purchase intention, but for high materialist customers, there was an interaction effect only when 'warm' and 'high' information design, this situation would cause consumers' urge to purchase intention. Besides, for groups with low conspicuous consumption, a website visual design and information design will generate purchase intentions, but only have urge to purchase intentions in the case of 'warm-tone' visual design, 'high' information and 'color links' navigation design. Finally, high conspicuous consumption people will have the same purchase intention and urge to purchase intention when the website design for warm-tone and provide high information.These findings offer basis for subsequent improvements of existing online shopping websites also provides a clear design method for traditional retailers, reducing the initial cost of setting up a website and improving the business performance of the company.Table of contents 1. Introduction 1 1.1 Research background 1 1.2 Research motivation 2 1.3 Research purposes 3 2. Literature Review 5 2.1 Shopping behavior 5 2.2 Website Design 8 2.4 Conspicuous consumption 14 3. Research Method 18 3.1 Research framework 18 3.2 Experiment design and manipulation 18 3.3 Operational definition 23 3.4 Measurement 24 4. Data analysis 28 4.1 Demographics 28 4.2 Test of validity and reliability 30 4.3 Manipulation check 31 4.4 Group of personality 32 4.5 ANOVA analysis 33 5. Discussion and conclusion 45 5.1 Discussion of research findings 45 5.2 Contribution of this research 47 5.3 Research limitation and future research 48 References 49 Appendix 5