[[alternative]]Exploring the design factors of B&B websites basing on code theory

[[abstract]] 由於消費者透過網路搜尋商品或企業的相關資訊已經相當普遍，因此促使大小型企業紛紛在網路上架設網站，而網站也成為與消費者之間訊息傳遞的重要媒介。企業為了眾多網站中能夠突顯其獨特性及特有特色吸引消費者的目光，網站設計風格也越多元化，且希望藉此提高消費者對網站的態度與消費意願。然而，過去網站設計相關研究多針對電子商務網站或購物網站為主，且大多著重於網站的服務品質(如瀏覽品質；安全性；便利性等)，但如同Eckman & Wagner(1994)指出，當大部分的產品已達到實用目的後，美感是消費者選擇的決定關鍵，當大家注重網站介面設計時，網站的美感設計卻常被忽略。 近年符碼也漸運用在網站設計上，符碼是符號的表徵，符碼的運用無所不在，小至遙控器上的按紐大到企業形象的設計等等都是。符碼不僅代表圖像，其中也涵蓋欲表達之人、事、時、地、物等，是一種傳達訊息的方式。因此，本研究運用符碼理論的觀點，利用網站設計中最常使用的九種符碼（文化；童心；空間；自然；生活；塗鴉；數位；性別與肖像符碼），透過專家意見解析目前台灣民宿網站的設計符碼，並進一步利用問卷調查，了解消費者對不同符碼設計的態度與消費意願。由於學生為網路使用的主要族群，因此本研究的樣本有88%為學生族群而12%為非學生族群。研究結果顯示，空間、自然、童心、生活與塗鴉等五種符碼最常出現在民宿網站設計，其中又以童心符碼最受消費者喜愛。而最後結果也發現，不同符碼設計的民宿網站對受訪者的網站態度與消費意願有顯著差異，而態度對消費意願也有顯著影響。[[abstract]] Since it's widespread phenomenon for consumers to search for products and gather information through Internet, website has become an important consumer messaging medium. Many Enterprises want in order to highlight to site-specific characteristics of its uniqueness and to attract the attention of consumers, website design need to be more diversified to enhance consumer interests and consumption intention. However, past research on website design for e-commerce site or shopping site indicated that most of them emphasize the quality of site service, such as browsing quality, safety, advantage and so on. As Eckman & Wagner (1994) pointed out, Mmost products have satisfied practical needs, beauty is the key to further influence consumers' decisions. When we focus on web interface design, web site's aesthetic design is often overlooked. In recent years, the symbol codes used in website design, characterized by the use of symbols everywhere, small to large button on the remote control to the corporate image design. Symbol represents the image, reveals consumers' needs, about anything,anytime and person, and thus is a way to convey messages. Therefore, this study uses codes theory, the most commonly used web design codes used in nine (Culture; innocence; space; natural; life; graffiti; digital; sex symbol and portrait), Analysis of the current through the expert advice Taiwan B & B website design codes, and further use of questionnaires, different codes to understand consumer attitudes and consumption will design. As the students use the Internet a main groups, sample of this study, 88% of the student group and 12% for non-student population. The results show that space, nature, innocence, life and graffiti and other five symbols appear most often in B & B web site design, among which most consumers prefer codes innocence. The final results also show that different codes B & B website design website respondents attitudes and consumption will have significant differences in the attitude of the consumer will have a significant impact