| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 100 === People pursue higher quality of life by the blooming of people's economic ability. With the prosperity of the Internet, online shopping store have already become indispensable and important tool of purchasing and acquiring product information.
This study is based on verifying the antecedents of adoption purchase to online store from the point of view of Web aesthetics. In this study, consumers who have been shopping via the online store are the research objectives. The hypotheses are verified through the structural equation modeling.
The findings of this study are outlined as follow: (1) the Web aesthetics have significant and positive effects on consumer’s control; (2) consumers’ behavioral, cognitive, and decisional control have significant and positive effects on energetic arousal, significant and negative effect on tense arousal, respectively; (3) energetic arousal has significant and positive effect on pleasure, tense arousal has significant and negative effect on pleasure; (4) both pleasure and search on other Websites have significant and positive effects on purchase, respectively. Based on the results of this study, through Web aesthetics with effective control and arouse boost consumers’ pleasure which rise up the possibility to purchase. Moreover, customers will search on other Websites for information then lead to the consumer's desire to purchase.
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