The Relationship between Web Aesthetics Cognition and E-loyalty: The Moderating Effect of Users' Motivation

• Main Authors: Chin-Ting Huang, 黃敬婷
• Other Authors: Chung-Chu Liu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/17815552582188216713

碩士 === 國立臺北大學 === 企業管理學系 === 101 === With the progress and innovation of technology, the uses of computers and Internet become much easier and gain its popularity. The variety of social interaction and business behavior gradually move from real lives to the visual Internet world. Since the characteristics of Internet bring us a large amount of convenience, shopping is no longer confined to time and area. As to online shopping, in addition to the quality of the product itself, designing and decorating the website would be a key feature that makes it stand out in the keen competition. Therefore, web aesthetics is a crucial issue to discuss. The two main purposes of this research are: 1.To investigate the relationship between the web aesthetics cognition of on-line shopping users and e-loyalty. 2. To define the moderating roles of the relationship between web aesthetics cognition of on-line shopping users and e-loyalty. There are 326 valid samples collected. The research result shows that the graphic aesthetics has a significant impact on e-loyalty, and space-time convenience motivation plays the moderating role of the relationship between web aesthetics cognition of on-line shopping users and e-loyalty. It is expected that the research result could provide the enterprises as a reference when they design the appropriate website to enhance the e-loyalty.