近年來，台灣在網際網路使用上蓬勃發展，綜觀網路購物市場規模，從2004年的 347 億元，預估到 2009 年時將到達 1,545 億元，呈現高度成長的局面。新興網路消費族群認為網路購物可提供時間與空間上的便利性，豐富、免費且完全公開的商品資訊，讓消費者可輕易的在不同網站間進行價格和商品的比較。然而，在競爭激烈的市場中，如何吸引消費者目光，讓消費者願意停留，或許才是業者第一優先的考量。 網路零售商應盡量發揮網路互動之特性，透過滑鼠或鍵盤點選，運用創意讓消費者模擬產品的試用，體驗產品本身的特性，或是營造近似於真實場景的佈局，讓消費者置身於擬真的情境之中。 本研究以 Mehrabian & Russell（1974）所提出之刺激－有機－反應（Stimulus-Organism-Response; S-O-R）模型為架構基礎，包含「圖像互動程度」、「情緒」與「趨近行為」三大類變數，同時參照Fiore, Kim & Lee（2005）之架構，加入「臨場感」與「工具性價值」，形成本研究之概念性模型，以期釐清網路購物環境中的刺激對於消費者心理機制與後續行為意圖之影響，期望能藉此提供網路零售業者未來經營之參考。 本研究針對有網路購物經驗的消費者為研究對象，透過實驗設計，以網路問卷為媒介，共回收 201 份問卷，有效問卷計有 195 份，使用 AMOS 進行結構方程式模型驗證，得到路徑分析的實證結果如下： 1. 「圖像互動技術」對於網路消費者所感受到的「臨場感」具有正向影響。 2. 網路消費者所感受到的「臨場感」對於其「理性與感性價值」具有正向影響。 3. 網路消費者之「工具性價值」與「激發」，對於其後續「趨近行為」具有正向影響。 Recently, the development of the Internet had rapidly grown. The sales volume of online shopping in Taiwan had risen from 347 hundred million in 2004, to a forecasted figure of 1,545 hundred million in 2009, representing a highly expanding situation. The oncoming generation of online shoppers believes that online shopping offers convenience in space and time. There is rich and free products’ information. Consumers can easily compare the prices and goods between different websites. However, under the keen competition, how to attract consumers’ sight and retain their presence should be the first priority in retailers’ mind. Online retailers should utilize on the interactivity of Internet. By clicking mouse and keyboard, consumers can try out the products and experience the characteristics of the goods. Online retailers can also build a virtual environment which resembles what consumers may interact with. This research applies the Stimulus-Organism-Response Model (S-O-R) by Mehrabian & Russell (1974) to examine factors such as “image interactivity technology”, “emotion” and “approach behaviors”. Our study also refers to Fiore, Kim & Lee (2005) to examine factors such as “telepresence” and “instrumental value”. This study aims to find out how the stimulations in online shopping environment will affect the consumers’ state of mind and behavioral intentions in order to give practical suggestions to online retailers. We employed an experimental design with 195 valid responses and were analyzed using AMOS to examine the structural estimation model. Significant hypothesized paths were found between image interactivity technology, telepresence, instrumental value, emotion, and consumer approach behavior intentions.
