現今網路購物盛行，然而對於奢侈品線上購物的研究甚少，本研究主要在於了解奢侈品品牌官網的相關設計（網站快閃折扣、美學類型），如何影響消費者的線上購買意願，並探討消費者在不同變數（品牌奢華知覺與網站知覺互動）干擾下的反應有何差異。
　　本研究以透過2x2x2x2的實驗設計方法，探討快閃折扣（有vs.無）、網站美學類型（經典美vs.表現美）、品牌奢華知覺（高vs.低）與網站知覺互動（有vs.無）對於消費者的線上購買產品知覺風險與產品知覺價值的影響，進而改變消費者的線上購買意願。
　　本研究結果顯示，在奢侈品品牌官網有提供快閃折扣時會降低消費者的知覺財務風險與提升其產品知覺價值，而網站美學類型來說，經典美學之網站設計可以降低消費者知覺心理風險但對於知覺價值並不影響。而在品牌奢華知覺和網站知覺互動的干擾上，對於高奢華知覺品牌時，若有提供快閃折扣，消費者的知覺財務風險會降低而產品知覺價值則會增加；反言之，對於低奢華知覺品牌，若有提供快閃折扣，相較於無，不影響消費者的知覺財務風險，但會提高知覺表現風險與產品知覺價值。在網站有互動時，網站美學類型之經典美只影響消費者的知覺時間風險，且會提升，而在其他風險構面無顯著影響，此時提供快閃折扣，消費者的知覺表現與心理風險皆有所提升，並且增加產品知覺價值；在無互動時，網站美學類型之經典美會降低消費者的知覺心理與社交風險，但在其他風險構面無顯著影響，若此時給予快閃折扣，有助降低知覺財務風險，且提高產品知覺價值。最後，降低知覺風險或是提升產品知覺價值，皆有助於改善消費者對於奢侈品的線上購買意願。研究結果對於奢侈品發展線上通路的實務與相關理論具有貢獻。

Nowadays, online shopping is prevalent in the society, yet related studies on the online shopping are still few. Therefore, this research investigates how official luxury brand website design (e.g. flash discount on official brand website and website aesthetics) affects consumers’ purchasing intentions toward online luxury goods and examines whether consumers’ perceived brand luxury level and perceived interactivity of the website moderate consumers’ responses.
A 2 (flash discount: has/ hasn’t) x 2 (website aesthetics: classic/ expressive) x 2 (perceived brand luxury level: high/ low) x 2 (perceived interactivity: has/ hasn’t) multi-factor experimental design was conducted to test the impact of these variables on perceived risks of buying luxury goods online and perceived product value, which might further change online luxury goods’ purchasing intention.
The findings showed that the luxury goods website providing (vs. not providing) flash discount decreases consumers’ perceived risk and increases their perceived value. Classic (vs. expressive) website aesthetics decreases consumers’ perceived psychological risk, but it has no significant influence on perceived product value. As to the moderation of perceived brand luxury level and perceived website interactivity, if a luxury brand with high luxury level provides flash discount, consumers’ perceived financial risk will be lower and perceived product value will be higher. In the contrast, when a luxury brand with low luxury level provides flash discount, compared to one which doesn’t offer flash discount, it has no significant influence on perceived financial risk, yet it can increase perceived performance risk and perceived product value. When the website has perceived interactivity, website classic aesthetics will only increase consumers’ perceived time risk; at the same time, offering flash discount increases consumers’ perceived performance and psychological risks as well as perceived product value. If the website has no perceived interactivity, website classic aesthetics can only decrease perceived psychological as well as social risk; at this time, offering flash discount decreases the perceived financial risk and increases perceived product value. Lastly, it is helpful to improve consumers’ online luxury goods’ purchasing intention by decreasing perceived risks or increasing perceived product value. The research findings have significant contributions on both practical application and related theories on developing online channels of luxury goods.

目錄
論文審定書 i
致謝 ii
摘要 iii
Abstract iv
圖目錄 viii
表目錄 ix
第壹章 緒論 1
第一節、研究背景 1
第二節、研究動機 3
第三節、研究目的與問題 10
第貳章 文獻探討 11
第一節、網站美學 11
第二節、快閃折扣 14
第三節、知覺風險 18
第四節、知覺價值 22
第五節、購買意願 24
第六節、奢華知覺 25
第七節、知覺互動 28
第參章 研究架構與假說推論 31
第一節、研究架構 31
第二節、研究假說 32
第肆章 研究方法 40
第一節、研究方法 40
第二節、分析方法 48
第三節、分析結果 49
第伍章 結論與建議 87
第一節、研究發現 87
第二節、理論意涵 88
第三節、實務意涵 89
第四節、研究限制與未來研究方向 90
參考文獻 93
附錄 117
附錄一、前測問卷(版本一) 117
附錄一：前測問卷(版本二) 122
附錄三、問卷操弄 136

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