電子商務的成長十分快速，網站在線上零售環境中扮演一個非常重要的角色，線上零售業者必須了解如何建立一個有吸引力的網站環境來吸引消費者。因此，本篇論文的目的在於檢視在線上零售環境中消費者會產生的何種情緒和行為。雖然許多的文獻忽略了PAD 模式中的其中一個構面―支配面向， 但也有文獻證明支配面向的貢獻，不應將之忽略。本篇論文有三個目標：一為了解線上環境如何影響消費者的在PAD模式中的三種情緒愉悅，覺醒及支配。其次，了解在線上環境中的支配情緒對消費者的其他情緒面向以及行為所造成的影響。最後，並進一步了解消費者在線上環境中所產生的情緒之間是否彼此存在著關聯性。 經過研究分析，本篇論文有三個貢獻：首先，本研究發現網頁的氛圍因子包括：網站的資訊豐富程度，瀏覽路徑的引導特性及組織性會影響消費者情緒中支配的程度，而網站的娛樂性會影響消費者情緒中覺醒的程度。其次，本研究結果指出支配面向與愉悅面向存在關聯性，消費者受到環境刺激後產生支配情緒的程度會影響其對於環境的愉悅程度，並進而影響消費者的購物意圖。第三，研究結果指出，PAD模式中的三個情緒構面並非是互相獨立，而是有其關聯性，此結果不同於 Mehrabian and Russel’s (1974)所說三者互相獨立的結論。這些結果說明情緒中的支配面向在線上零售環境有其影響力，不應被忽略 Nowadays e-commerce has a booming growth. Website plays an important role in online retailing context. To figure out how to build an attractive website is a priority task for online retailers. Therefore, this research aims at examining consumer’s emotion and behavior intention in online retailing environment. Although some research ignores the dominance dimension from the PAD model, other literatures indicate that dominance should not be eliminated from online environment studies. Consequently, this study examines how website atmospherics affect consumer’s emotions (pleasure, arousal and dominance) and purchase intention while examining the influence of dominance dimension. This study also examines how consumer’s emotions interact with each other. The results of this research suggest that web atmospheric cues, such as informativeness, navigation characteristics, and organization, affect consumer’s emotion states related to dominance; entertainment affects consumer’s emotion states related to arousal. This research provides evidence of the important role of dominance which was often ignored in previous consumer research. From this research, we know that, in online retailing context, dominance is an essential emotion state for consumer, which makes consumers produce pleasure in the shopping environment and then create purchase intention.
