電子化服務環境中有效網站設計：信任、滿意、與消費者行為之關係

Abstract

網站設計的元素乃致力於為使用者創造一個方便且安全的線上環境，以便使用者做出購買決定，並且願意在未來重複拜訪。有鑑於構成有效的網站設計因素之重要性與日俱增，本研究將延伸Kaplan 的景觀偏好(Landscape Preference)模型--包括一致性(Coherence)、易讀性(Legibility)與複雜性(Complexity)三個元素，探討這些元素對電子服務的影響。我們將線上消費者的購買意願、電子忠誠度、網站信賴度、網站滿意度與此景觀偏好模型整合成一個結構化的模型，利用線上問卷系統進行資料收集，並將問卷參與者限制在至少有一次的線上購買消費經驗，據以驗證景觀偏好模型在網站信賴度、網站滿意度、購買意願與電子忠誠度之影響。研究發現，透過網站信賴度與網站滿意度此二中介變項，一致性、易讀性、複雜性顯著影響線上消費者購買意願與電子忠誠度。此關係在不同的線上服務環境中依然顯著存在。 本研究首先解釋並驗證在電子服務中，景觀偏好模型對購買意願與電子忠誠度的影響，並藉由提供一創新購買意願與電子忠誠度之模型以延伸網站設計研究領域。而本研究也進一步探討關於景觀偏好與網站信賴度與網站滿意度之關係。 本研究對電子服務供應商提供創新性的見解，包括如何定義一個有效的網站、了解顧客的需求並且增進網站的表現。有效的網站設計不但能影響消費者購買意願，也能影響消費者對於線上店家的電子忠誠度。電子忠誠度可做為線上店家的利益指標，針對一致性、易讀性、複雜性三者之間不足之處來制定策略，可有效提升電子忠誠度。對於管理者來說，則可利用本研究所提出之架構以增強電子服務的表現、保留顧客以及增加收益。

Elements of website design are used to create a convenient and safe environment for customers to make a purchase decision and future visit. With the increasing importance of what constitutes an effective website, this study extended Kaplan’s Landscape Preference model (Coherence, Legibility, and Complexity) and investigated these components in e-service context. An integrated structural model was introduced that showed the relationships between e-shopper’s willingness to buy, e-loyalty, website trust, website satisfaction, and Landscape Preference model. Data collection was conducted via a self-reported online survey saved in a web server. Respondents’ prior online shopping experience in relevant fields for at least once was strictly required. As hypothesized, Coherence, Legibility, and Complexity were found significant influencing e-shopper’s willingness to buy and their e-loyal attitude, albeit mediated by website trust and website satisfaction. These relationships remain held in different e-service categories. This study was the first effort to systematically examine and validate the effects of Landscape Preference model on willingness to buy and e-loyalty in e-service context. Next, this study expanded the body of knowledge in site design by providing a new willingness-to-buy as well as e-loyalty model. This study also extended the use of website trust and website satisfaction related to Landscape Preference. Findings from the study provided insights for e-service vendors in identifying what constitutes an effective website, understanding customer needs, and improving their website performance. While an effective website site may induce purchase intention, the growth of e-vendors depends on e-loyalty. E-loyalty is a good indicator of e-vendor’s profitability and therefore understanding the drivers is pivotal. Strategies may be forged by addressing the gaps among Coherence, Legibility, and Complexity. Managers can use the proposed framework to enhance their e-service performance, retain customers, and improve profitability.