[[alternative]]The Study of Consumer Cognition on the Commercial Product Information Display of Webpage

[[abstract]]近年來宅經濟發展迅速，將商品呈現在網路上，已為公司不可或缺的行銷管道之一，故網頁的製作與規劃相對重要。現今之網頁架構的發展，雖相當成熟，但大多著重首頁的感覺意象，較少針對不同產品的特質來進行網頁設計，以致消費者在網頁瀏覽商品的過程中，容易對網頁商品的資訊搜尋感到困惑或產生與期望商品意象不符的情況。本研究將針對網頁所構成的不同形態要素，進行感性語彙的關聯性調查，並對不同年齡層進行網頁喜好度之評估，分析觀視網頁可能產生的影響，及不同語彙對網頁設計要素的關聯，以提供網頁設計人員的參考指標。本研究之發展，使用四個不同的感覺語彙《簡潔的-瑣碎的》、《搶眼的-平庸的》、《大眾的-個性的》、《易讀的-難懂的》來進行問卷調查，再使用線性迴歸來分析。結果影響《簡潔》的網頁屬性的是頂部+水平導覽，橫向排列、無輔助線使用、圖片為主的大圖片影響最大；影響《搶眼》最大的是頁面架構的左側+左右導覽、橫向排列與無輔助線使用、以圖片為主的大圖片影響最大，影響《大眾》語彙是以頂部+左側導覽與橫向排列、使用輔助線、圖片為主的小圖片影響最大；《易讀》語彙是以頂部+左右導覽、橫向排列、無使用輔助線、圖片+文字說明、大圖片影響最大。[[abstract]]The idea of "Otaku Economy" popularizes in recent years, and it’s indispensable now to show the commodities in the Internet for all companies. Therefore, the planning of the website is relatively important. Even though the framework of the website is completely mature now, it’s usually designed by the image of the homepage rather than the image of the products. The viewers might feel displeased or unclear about the image of the products during browsing. The objective of the research is to explore the preference of different types of display elements on building the websites at specific age groups of consumers and propose guidelines for designers in developing suitable product website for E-marketing. During the development process, the research identified four different preference types of adjective terms via questionnaires: (1) simple vs. trivial (2) attractive vs. ordinary (3) general vs. unique, and (4) legible vs. recondite. The multiple lines regression analysis was then conducted to explore the affected areas of the web displays for the four types of adjective terms. The results showed that (1) in the sort of "simply", viewers would be affected by the top part of the website, horizontal arrangement or previewing, no guide lines and the clear photos (2) in the sort of "attractive", viewers would be affected by the left side of the website, horizontal arrangement or previewing, no guide lines and the large pictures (3) in the sort of "general", viewers would be affected by the top and left part of the website, horizontal arrangement or previewing, with guide lines and the mall pictures, and (4) in the sort of "legible", viewers would be affected by the top and both parts of the website, horizontal arrangement or previewing, no guide lines, descriptions and the large pictures