| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 94 === According to the female users of the internet are increasing and the rapid growth in the electronic commerce over the internet. However gender differences in on-line shopping could be due to preferences for the website characteristics or the emotional states about the website. But until now, most researches did not describe the overall features of the site for women.
Therefor this article examines what woman’s perceptions about the site and their responses. A survey of 401 female respondents have experience with on-line shopping in Taiwan. The results showed that woman has different perceptions about the webite and these impact their shopping behavior, emotional states. For example, woman like website with rich design, useful information and superior product quality. But the dimention of useful information has negative impact on woman’s behaviors, it means all the business to consumer website must pay more attention about this issue. Because this is what woman want, but they are not satisfied with it. The other two dimentions (rich design, superior product quality) are important in the formation of positive emotional states (trust, pleasure, arousal), finally impact woman’s purchase intention, intended loyalty, satisfaction, time spent on the site.
Though there are just three of the five dimentions impact woman’s emotional states and shopping behaviors. That means woman has already take security/privacy and fulfillment for granted.
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