| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 95 === Since Kalakota and Whinston defined the E-commerce in 1996, Internet is not only a message transmission tool but also it becomes another choice while shopping. Many shopping decisions are made accompanying with the Internet data searching and website browsing. Internet has become the most important tool to the firms and customers.
In the past, we always focused research on the website service quality and website security.
As the result of the technology and the relevant research make the website designers have an obvious performance on websites’ trading mechanism. And this development also makes the online shoppers having no fear of disturbance in the rear.
The atmospherics has played an important role to the physical store. Firms which use the environmental cues such as audios, music, colors, and layout designs to process invisible communication. In the recent years, the researchers start to focus on the topics like how to draw the browsers into the website and satisfy their real need. Therefore, this research aims to the website atmospherics and tries to find out associated dimensions’ papers on website attitude, purchasing involvement and purchasing intention. Throughout the papers research, this research concludes the past research and put forward the research framework. Then, the answers of questionnaires were collected and need to explore the relationship of website atmospherics, purchasing involvement and website attitude on behaviour intension and provide the conclusions to the marketers as website atmosphere design reference.
By using the factor analysis, reliability analysis and structure equation model, the data was analyzed, and the conclusions were finally obtained :
First, the model of website atmospheric, website attitude, purchasing involvement and purchasing intension has good model fit.
Second, website attitude is an intermediate factor between website atmospheric and purchasing involvement, and it is also an intermediate factor between website atmospheric and purchasing intension.
Third, the most important website atmospherics of the retail website are “Entertainment Factor” and “Information Factor”. Therefore, those two factors shown better on the website, the consumers’ attitude toward the website would be better.
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