臺灣博碩士論文加值系統

本研究主要以實驗法，邀請擁有Mini Cooper且自願參加瞳位追蹤儀實驗者作為研究對象，有效樣本為109份，透過生理模式（瞳位追蹤儀）與心理模式（心理認知）。本研究者從事汽車配件之電子商務工作，因此以販售汽車配件的網站來做為實驗，探討電子商務網站中的商品屬性搭配商品圖片情境是否影響消費者之購買意願及視覺吸引力。根據過往的文獻顯示，情境式圖片對於購買意願的提升、視覺吸引力是優於無情境圖片。在商品屬性分類以「享樂型商品」與「實用型商品」較為合適，商品圖片情境則以「情境式圖片」與「無情境圖片」作為分類，因此本研究實驗刺激物包括8（商品屬性：4種享樂型商品、4種實用型商品）x2（商品圖片：情境式圖片、無情境式圖片）共16張刺激圖進行比較判斷法（例：享樂型商品搭配情境式圖片）。本研究的結果顯示：情境式圖片搭配享樂型商品中確實會提高人們對於商品圖片的視覺吸引力及購買意願的偏好，其眼動反應也有顯著差異，在購買意願分析與視覺吸引力分析相互比較，可發現當受測者更受到某張圖片吸引時，其購買意願也會傾向於受吸引的圖片。另外，在享樂型商品中，視覺吸引力及購買意願皆是情境式圖片優於無情境圖片，然而在實用型商品中僅部分成立，因此在汽配商品領域必須依照商品屬性以及特性，去選擇電子商務網站的商品照片。

The researcher used the experimental method to invite volunteer those who have Mini Cooper to participate in the eye-tracking experiment. The effective sample is 109, through the physiological model (eye-tracking) and psychological model (psychological cognition). The researcher is engaged in the e-commerce work of auto parts, so the website that sells auto parts is used as an experiment to explore whether the product attributes paired the context of product pictures in the e-commerce website affect the purchase intention and visual appeal of consumers. According to the previous literature, the “Contextualized picture” improves the purchase expectation, and the visual appeal is better than “Context-independent picture”. In the product attribute classification is more suitable for “Hedonic products” and “Utilitarian products”, and the product picture context is contextualized pictures and context-independent picture are classified, so the experimental stimuli of this research include 8 (commodity attributes: 4 hedonic products, 4 utilitarian products) x 2 (commodity pictures: contextualized picture, context-independent picture ). Using the Law of Comparative Judgment on 16 stimulus pictures (for example hedonic products with contextualized pictures). Contextualized pictures paired with hedonic products will indeed increase people’s preference for product pictures’ visual appeal and purchase intention, and their eye movement response is also significantly different. Comparing purchase intention analysis and visual appeal analysis, it can be found that when a person is more attracted to a certain picture, his purchase may also lead to the attracted picture. In addition, in hedonic products, both the visual appeal and the purchase intention are contextualized pictures better than context-independent pictures. However, it is only partially established in utilitarian products. Therefore, in the field of auto parts products, the attributes and characteristics of the products must be followed to choose the product photos of the e-commerce website.

摘要...i
Abstract...ii
誌謝...iv
目錄...v
表目錄...vii
圖目錄...ix
第一章 緒論...1
1.1 研究背景與動機...1
1.2 研究目的...2
1.3 研究流程...4
第二章 文獻回顧...5
2.1 商品屬性...5
2.2 商品圖片...7
2.3 視覺吸引力...9
2.4 購買意願...10
2.5 眼動儀...11
2.5.1眼球運動...12
第三章 研究方法...15
3.1 研究架構...15
3.1.1 研究假設...16
3.2各變數的定義與操作化...16
3.3研究方法...20
3.3.1 研究對象...20
3.3.2 研究工具...20
3.3.3 研究環境設備...24
3.3.4 實驗設計與實驗情境...24
3.3.5 正式實驗流程...26
3.4 實驗分析方法...29
3.4.1 實驗刺激圖區域劃分與數據...29
3.4.2 凝視時間點的界定...30
3.4.3 資料分析方法...30
第四章 研究分析與結果...32
4.1 敘述性統計...32
4.1.1 受測者基本屬性描述...32
4.2 卡方分析...35
4.2.1 商品屬性搭配商品圖片情境之視覺吸引力與購買意願偏好交叉表...35
4.2.2 基本屬性對於商品圖片情境視覺吸引力偏好是否有顯著差異...39
4.2.3 使用者屬性對於購買意願偏好是否有顯著差異...53
4.3 眼動分析結果...66
4.4 生理（眼動儀）與心理（問卷）比對...70
4.5 熱區圖（HEAT MAP）...71
4.6 假設驗證...73
第五章 結論與建議...74
5.1 結論與討論...74
5.2 實務意涵與建議...76
5.3 研究限制與未來研究建議...77
引用文獻...78
一、中文參考文獻...78
二、英文參考文獻...80
三、網路資料...84
附件一...85
附件二...88
附件三...92
生理與心理比對資料表...92
Extended abstract...96

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數位時代（2018）。台灣電商如何在高度競爭的電商混戰中站穩腳步？ 取自：
https://www.bnext.com.tw/article/49887/taiwan-emarket-uiux