| Summary: | 碩士 === 南華大學 === 旅遊事業管理學系碩士班 === 98 === Since it''s widespread phenomenon for consumers to search for products and gather information through Internet, website has become an important consumer messaging medium. Many Enterprises want in order to highlight to site-specific characteristics of its uniqueness and to attract the attention of consumers, website design need to be more diversified to enhance consumer interests and consumption intention. However, past research on website design for e-commerce site or shopping site indicated that most of them emphasize the quality of site service, such as browsing quality, safety, advantage and so on. As Eckman & Wagner (1994) pointed out, Mmost products have satisfied practical needs, beauty is the key to further influence consumers'' decisions. When we focus on web interface design, web site''s aesthetic design is often overlooked.
In recent years, the symbol codes used in website design, characterized by the use of symbols everywhere, small to large button on the remote control to the corporate image design. Symbol represents the image, reveals consumers'' needs, about anything,anytime and person, and thus is a way to convey messages. Therefore, this study uses codes theory, the most commonly used web design codes used in nine (Culture; innocence; space; natural; life; graffiti; digital; sex symbol and portrait), Analysis of the current through the expert advice Taiwan B & B website design codes, and further use of questionnaires, different codes to understand consumer attitudes and consumption will design. As the students use the Internet a main groups, sample of this study, 88% of the student group and 12% for non-student population. The results show that space, nature, innocence, life and graffiti and other five symbols appear most often in B & B web site design, among which most consumers prefer codes innocence. The final results also show that different codes B & B website design website respondents attitudes and consumption will have significant differences in the attitude of the consumer will have a significant impact.
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