設計能夠引發特定情緒反應的購物環境，可能可以增加購物的機率，然而，過去有關網站設計美感對情緒和行為傾向的相關研究並不多見，因此，本研究的目的是調查網站的視覺設計美感對情緒和趨近行為傾向的影響，同時也調查了情緒在網站美感與趨近行為傾向間所扮演的中介效果。共有116位受試者參加研究實驗，實驗設計以重複量測實驗，調查網站設計美感的三個水準（古典美感、明示美感和低美感）對情緒和趨近行為傾向的影響。結果顯示，網站設計美感會影響情緒反應和趨近行為傾向。同時美感設計因子中能夠誘發較高愉悅或亢奮情緒者，也能誘發較高的趨近行為傾向。

Designing purchasing environment that produce specific emotional effects in the buyer might enhance purchase probability. However, studies on effect of website aesthetics on emotion and behavior intention seem to be limited. Therefore, the purpose of this study is to investigate the effect of visual aesthetics on approach/avoidance intention and the mediating role of emotional responses. Overall, 116 subjects participated in the experiment. A repeated measure design with three levels of website aesthetics which are classical, expressive, and low aesthetics was employed to investigate the emotional response and approach/avoidance intention. The results show that aesthetics of website affects emotional responses and that the emotions affect approach/avoidance intention. The design factors, which induce higher pleasure or arousal, will produce higher approach intention.

網站設計;美感;情緒反應;線上行為

Web design; aesthetics; emotional response; online behavior