國內許多企業發展電子商務已行之有年，然而，其所建置之B2C電子商務網站，水準大多仍是參差不齊；學術領域上，雖不乏針對網站使用性的相關研究，但多數為重視使用效率、系統功能方面的論述，以使用者為中心出發之觀點，在國內卻是較為少見的。因此，本研究欲以使用者為中心的情感設計觀點，融入現今的B2C電子商務網站設計，以量化及質性兩種研究方法，分別探討年輕族群消費者所重視的B2C電子商務網站情感設計要素，以及該族群消費者對於網站設計的情感想法，並且於研究過程中，加入消費者背景因素，探討其對於本研究主題之影響關係。本研究成果，包含了年輕族群消費者對於B2C電子商務網站設計要素的想法及感受，以及該族群消費者於瀏覽網站時，對於網站情感設計要素的重視程度排名；並且針對企業提出具體之建議，可做為企業在設計B2C電子商務網站時之參考依據。

Many domestic enterprises have been developing e-commerce for many years. However, the standards of the B2C websites they have built are still uneven. In the academic field, although there is no lack of relevant research on the usability of the website, most of them pay attention to it. Discussions on efficiency and system functions are based on user-centric views, but they are relatively rare in Taiwan. Therefore, this research intends to integrate the user-centered emotional design point of view into the current B2C website design, and use two research methods, quantitative and qualitative, to explore the emotional design elements of B2C sites valued by young consumers. , And the emotional thoughts of consumers of this ethnic group on website design, and in the research process, add consumer background factors to explore its influence on the subject of this research. The results of this research include the thoughts and feelings of young consumers on the design elements of B2C websites, and the ranking of the importance of the emotional design elements of the website when they browse the website; and provide specific suggestions for companies, It can be used as a reference for enterprises when designing B2C websites.

摘要................i
英文摘要................ii
致謝................iii
目錄................iv
表目錄................vi
圖目錄................vii
第一章 緒論................1
1.1 研究背景與動機................1
1.2 研究目的................4
1.3 研究流程................5
第二章 文獻探討................7
2.1 電子商務................7
2.1.1 電子商務的起源及定義................7
2.1.2 電子商務的類型................9
2.1.3 B2C電子商務................11
2.1.4 B2C電子商務網站設計................12
2.2 使用者中心................14
2.3 情感設計................16
2.3.1 情感設計應用於網站設計................18
2.4 焦點團體訪談法................21
第三章 研究方法................24
3.1 研究方法與架構................24
3.2 研究對象................26
3.3 量化研究設計................27
3.3.1 問卷設計................27
3.3.2 前測分析與結果................30
3.4 質性研究設計................32
3.4.1 焦點團體訪談法................32
3.4.2 內容分析法................35
第四章 量化研究結果分析與討論................36
4.1 受測者基本資料分析................36
4.1.1 人口統計變項分析................36
4.1.2 消費習慣分析................38
4.2 問卷信度及樣本認同度分析................41
4.2.1 信度分析................41
4.2.2 樣本認同度分析................41
4.3 敘述性統計分析................43
4.3.1 構面比較................45
4.3.2 感官感受................45
4.3.3 功能感受................46
4.3.4 意涵感受................47
4.4 背景差異性分析................49
第五章 質性研究結果分析與討論................53
5.1 訪談紀錄................53
5.1.1 受訪者編碼................55
5.1.2 逐字稿及網站代碼................55
5.2 語句分析................57
5.2.1 語句編碼與歸類................57
5.2.2 訂定主要概念及從屬概念................58
5.3 結果釋義................62
5.3.1 購物狀況................62
5.3.2 感官感受................63
5.3.3 功能感受................64
5.3.4 意涵感受................66
5.4 組別差異................68
第六章 結論與建議................69
6.1 研究結論................69
6.1.1 年輕族群消費者重視的B2C網站情感設計要素................69
6.1.2 年輕族群消費者對於B2C網站設計要素之情感想法................70
6.1.3 年輕族群消費者背景對於B2C網站情感想法之差異性................72
6.2 實務建議................73
6.3 研究限制................74
6.4 未來研究方向................75
參考文獻................76
中文參考文獻................76
英文參考文獻................78
網路參考文獻................82
附錄一 研究問卷................84
附錄二 焦點團體訪談逐字稿................87
1. A組訪談逐字稿................87
2. B組訪談逐字稿................93
附錄三 訪談內容語句編碼及歸類................100
Extended Abstract................107

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