近年來網路購物盛行，但是針對線上購買生鮮雜貨的研究甚少，本研究主要在於了解線上生鮮電商平台的相關設計（網站背景色調、背景飽和度、產品背景圖片），如何影響消費者的網站評估（網站信任度、網站滿意度）和產品評估（產品品質、產品新鮮度、產品美味），進而影響線上的購買意願。

本研究透過實驗一3x2的實驗設計方法，探討網站背景色調（冷vs.中vs.暖）、網站背景飽和度（高vs.低）對於網站、產品評估以及購買意願的影響，以及網站和產品評估是否具有中介作用。而實驗一的結果顯示色調的效果需作用於高飽和度的情境下，故實驗二也是3x2的實驗設計方法，設定為網站背景為高飽和度，另外加入產品圖片背景效果（有vs.無）的探討。

本研究結果顯示，在線上生鮮購物網站使用冷色調或者是高飽和度的色彩作為背景，相較於中性和暖色調以及低飽和度，都可以提高消費者的購買意願，其中冷色調有助於提升對於產品品質、新鮮度和美味程度的感知，而高飽和度也有助於影響產品品質和新鮮度。此外，在高飽和度的狀態下，色調的影響層面更多元，高飽和度的背景搭配冷色調不僅可以提高產品評估和購買意願，甚至也能提升消費者對於網站的信任度和滿意度。而加入產品圖片背景的因素後，發現在無圖片背景時，冷色調相對暖色調對於網站和產品評估、購買意願的影響效果更佳。

Recently, online shopping has become more popular, yet related studies on purchasing fresh food online are still few. Therefore, this research mainly focuses on how online fresh food website designs, including website’s hue, website’s saturation and product background images affect consumers’ website evaluations (e.g. website trust, website satisfaction) and product evaluation (product quality, product freshness, product deliciousness), thereby increasing online purchase intention.

Experiment 1 is a 3 (website’s hue: cold/ neutral/ warm) x 2 (website’s saturation: high/ low) between-subject experimental design, which was conducted to test the impact of these variables on the website evaluation, the product evaluation, and online purchase intention, as well as the mediating effect of website evaluation and product evaluation. The result of experiment 1 shows that the effect of hue exists only in the context of high saturation, so experiment 2 is also a 3x2 experimental design method, fixing the website background to high saturation, and additionally examining the effect of product background images (with/without).

The result of the research shows that using cool colors or high saturated colors as the websites’ background colors can increase consumers’ online purchase intention. As to the effect of hue, cool colors can improve consumers’ perception toward product quality, product freshness and product deliciousness. Besides, comparing to low saturated colors, high saturated colors have a positive influence on product freshness. Moreover, in the state of high saturated colors background, the influences of hue are more diverse. The websites’ background with high saturated and cool colors can not only improve the product evaluation and online purchase intention, but also enhance consumers trust and satisfaction on the website. In experiment 2, the result indicates that products’ pictures with a contextual background cannot affect the evaluation of either website or product and purchase intention. However, the interaction between product background images and the hue of the website’s background shows that, under the condition of product pictures without any background image, the websites in cool colors have more positive influence on both website’s and product’s evaluation and the purchase intention than in warm colors.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 vi
圖目錄 viii
表目錄 ix
第壹章 緒論 1
第一節、 研究背景與動機 1
第二節、 研究問題 6
第三節、 研究目的 9
第貳章 文獻探討 11
第一節、 生鮮電商 11
一、 生鮮電商概況 11
二、 線上生鮮相關研究 11
第二節、 網站美學設計 13
一、 顏色 14
二、 顏色在網站美學上的相關運用 14
第三節、 產品圖片背景 18
一、 心理圖像 18
二、 心理圖像的相關運用 19
第四節、 網站評估 20
一、 網站信任度 20
二、 網站滿意度 22
第五節、 產品評估 24
一、 產品新鮮度 24
二、 產品美味 25
三、 產品品質 26
第六節、 購買意願 26
第參章 研究架構與假說推論 28
第一節、 實驗一研究架構 28
第二節、 實驗一假說 29
一、 色調對於網站評估、產品評估和購買意願之影響 29
二、 飽和度對於網站評估、產品評估和購買意願之影響 32
三、 色調與飽和度之互動與網站評估 33
四、 色調與飽和度之互動與產品評估 34
第三節、 實驗二研究架構 36
第四節、 實驗二假說 37
一、 產品圖片背景的有無對於網站評估、產品評估和購買意願之影響 37
二、 網站背景顏色與產品圖片背景有無之互動與網站評估和產品評估 40
第肆章 實驗一 42
第一節、 研究方法 42
一、 樣本與實驗設計 42
二、 實驗刺激與前測 43
三、 實驗程序 47
四、 變數衡量 49
第二節、 分析結果 53
一、 研究樣本 53
二、 變數的平均值、標準差及量表信度分析 55
三、 研究變數之操弄性檢定 55
四、 假說驗證 56
五、 討論 74
第伍章 實驗二 78
第一節、 研究方法 78
一、 樣本與實驗設計 78
二、 實驗程序 79
三、 變數衡量 80
第二節、 分析結果 84
一、 研究樣本 84
二、 變數的平均值、標準差及量表信度分析 86
三、 研究變數之操弄性檢定 86
四、 假說驗證 87
五、 討論 106
第陸章 結論與建議 109
第一節、 主要研究發現 109
第二節、 理論意涵 111
第三節、 實務意涵 113
第四節、 研究限制與未來研究方向 114
參考文獻 116
附錄一 前測問卷 129
附錄二 正式問卷 139
第一節、 實驗一問卷 139
第二節、 實驗二問卷 150

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