根據國際咖啡組織的統計資料顯示，全球咖啡需求不斷增加，對台灣人而言，咖啡也與國人生活息息相關。隨著電子商務的蓬勃發展，許多產業已由傳統商店轉戰線上虛擬商店，在這樣的趨勢下，網頁刺激設計的重要性也越來越受到重視，特別是對於普遍、可替代性高，且相當重要的咖啡豆而言。 然而，目前網頁呈現之相關研究認為消費者實際感受普遍局限於視、聽兩覺，除了這兩種感官，其他感官無法在網頁被操控，因此本研究除了希望探討網頁刺激設計對消費者於線上購買咖啡豆時情緒、態度及購買意圖的影響外，還企圖利用不同的視、聽覺刺激的組合，確認那些組合最能激發消費者的聯覺想像。 本研究採用實驗室問卷調查法，利用影片聲音有無、類3D照片效果有無以及快慢音樂節奏等不同的視覺與聽覺刺激變數組合，設計出8個網頁，並收集共120位受測者，邀請每位受測者觀看各種不同網頁設計元素所組成的網站，並搭配問卷調查以獲得實驗數據。 經過實驗結果分析，本研究發現不同的感官刺激組合確實能為消費者內心狀態與購買意圖帶來不同的影響效果，其中，正向愉悅度、支配度與網頁態度，搭配負向激發度的情緒、狀態組合最能激發消費者購買意圖；而類3D照片搭配快音樂節奏的組合除了最能為消費者創造上述內心狀態組合外，同時也是最能激發消費者聯覺效果的網頁刺激設計元素組合。 以上研究結果於學術上突破了現有文獻認為網頁上只能帶給消費者視覺、聽覺刺激的限制，於實務上除了提供最佳網頁設計元素與情緒組合的建議外，也發現用成本較低的類3D圖片便可同時達到提升購買意圖以及聯覺效果的目的，幫助企業能在激烈的電子商務競爭中脫穎而出，跳脫原本的價格策略，改而使用網頁設計的差異化來提升銷售量。 / According to the statistical data of International Coffee Organization, the demand of coffee beans is increasing in the whole world. With the rapid development of electronic business, many industries tend to sell their products on the internet. And the importance of website stimulus design has been highly regarded, especially for those which are universal, highly substitutable, and highly valued coffee beans. However, most of the studies related to web design think that consumer perception is limited to visual and aural stimuli; all senses can’t be manipulated on the website except these two senses. This study has two goals. First, we attempt to measure the effects of website stimulus design on consumer emotion and the intention to purchase coffee beans. Second, we experiment with the combinations of different visual and aural stimuli to confirm which kind of combination is most effective to arouse consumer’s synesthesia. The study is conducted in the laboratory with questionnaires. Totally eight websites are designed with the presence or absence of video sound, quasi 3D or 2D photo, and music tempo speed. One hundred twenty (120) subjects are invited and asked to do the questionnaire after viewing these websites. The results of the experiment show that people’s organism and purchase intention are significantly affected by different website stimulus designs. Among them, the combination of positive pleasure, dominance and web attitude with negative arousal can bring consumers’ purchase intention most excitement. The combination of quasi 3D and fast-tempo music can not only help consumers to establish the internal state that we mentioned above, but also can arouse their synesthesia. In terms of the academic contribution, the results of this study break the limitation of existing literature stating that only visual and aural senses can be delivered on the website. As for the practical contribution, we not only offer the suggestion of best stimulus combination and emotional combination for a website, but also get the empirical support that sellers may increase consumers’ purchase intention and synesthesia at the same time with low-cost quasi 3D photos. The outcome of the study can help sellers stay ahead in the fierce competition in online shopping environment. Using website stimulus design can enhance sellers’ sales, rather than just using the price strategy.

歸功於虛擬實境(VR)技術的發展，使得虛擬實境可以逐漸應用在現 實生活當中。近幾年來，博物館一直嘗試應用虛擬實境的特性來增強參訪者的 體驗，目前也有許多研究工作著重在為博物館中的文物建模，但可惜的是與虛 擬實境可為博物館展覽帶來的效果之相關研究相對較少。因此，在本研究中， 我們用 S—O—R 的研究模型，並針對不同的文物類型:器物類、書畫類、書 法類，探討虛擬實境的系統設計特性對使用者體驗的影響。 本研究的研究方法是採用問卷形式，參訪者會實際體驗故宮博物院展覽 的虛擬實境。問卷分析後的結果顯示，虛擬實境的系統設計對使用者體驗及未 來的參訪意圖有很大的相關性。本研究比較也針對不同的文物類型做比較，結 果表示不同的文物類型適合的系統設計是不同的。最後也根據問卷結果對不同 的文物類型提供了未來系統設計的建議，可以作為未來設計相關博物館展覽虛 擬實境的參考。 / Virtual reality (VR) technology has already reached the level of maturity allowing it to be introduced into real-life applications. Recently, museums have been trying to apply it to enhance visitors’ experience and significant research efforts have also been made toward modeling relics in VR. However, there have been few studies on the real effects of VR exhibitions. In this study, we draw upon the stimulus–organism–response framework to theorize how system design feature stimuli affect the visitors’ experience of the VR exhibition at the National Palace Museum (NPM) and how the experience of VR impacts the visit intention. Furthermore, the study compares the VR effects across different kinds of relics (artifact, painting, and calligraphy). We create four empirical models: Model 0 does not consider the differences among relics, Model 1 focuses on artifacts, Model 2 focuses on paintings, and Model 3 focuses on calligraphies. A comparison of the different models shows that in Model 0, design features affect the VR experience, which in turn, impacts the visitors’ visit intention. The VR experiences were characterized by two dimensions: immersion and involvement. The former emphasized the visitors passively immersed in the VR and the latter referred to visitor initiative. Comparing Model 1, Model 2, and Model 3, all the design features have impact on the immersion level for all relic types. In case of calligraphy, the vividness impacts the involvement level and in case of artifacts, the interactivity impacts the involvement level. Based on the analysis, we also propose an improvement for the NPM’s present VR exhibition. The findings of this study can be referenced when designing new VR exhibitions for different relics.

社群媒體迅速普及，連帶社群商務益發受到重視。本研究藉助S-O-R模型，期能以建立使用者之行為模式觀點的架構探討社群商務參與意圖。本研究中，欲探討營造社會臨場感的關鍵技術性特質對於社會臨場感的影響，進而對於促成參與意圖的效果，並瞭解媒體豐富性的調節作用。本研究蒐集相關文獻，並設計問卷、透過大量樣本進行研究模型驗證。 本研究共回收1218份有效問卷，並透過最小平方法(PLS)進行有效樣本之實證分析。研究結果發現，感知社交性是營造社會臨場感的關鍵技術性特質；同時，臨場感對參與意圖也有顯著的正向影響。即在社群平台上的社交氛圍、能與好友們社交互動，是最能使人感受到身歷其境的臨場感，也最能使人產生社群商務的參與意圖。 根據研究結果，本研究建議發展社群商務的過程中，在建置社群平台時，需要考量的技術性特質應特別著力於社交性內涵，如此是能產生社會臨場感，以及愈能促成社群商務參與意圖。 / Social media is well widespread, so is Social Commerce. With the use of the S-O-R Model, this study expects to establish a comprehensive structure to investigate the social commerce intention. This research proposes a view on the effect of technological features and social presence on social commerce. This study intends to identify the key technological features which enhance the perception of social presence. Furthermore, we intend to understand whether social presence contributes to the social commerce intention and the moderating effect of the media richness. We collected relevant literature, designed the questionnaire and validated the research model. A total of 1218 valid samples were collected to validate the research model. The result shows that perceived sociability is the key technological feature that leads to the perceived social presence, and social presence positively impacts social commerce intention. The analysis results imply that by making a great effort to enhance users' perceived social presence, social platform marketers can expect fruitful business result.