| Summary: | 碩士 === 南台科技大學 === 應用英語系 === 101 === Abstract
As time goes on, Internet has become an important part of the lives of human beings in the present days. It not only accelerates the development of E-commerce, but also makes websites rise very quickly. The online auction market is a new potential business of E-commerce. However, how to attract the visitors to stay with or even visit again the website in the future, it would be a valuable issue to discuss. Thus, this study took Ruten as a typical online auction website, and to investigate the relationships between Ruten’s homepage designs and Internet users’ visiting intention. In order to validate the research questions, this study applied two SPSS methods to study 161 samples. Descriptive Statistics was used to examine the overview data, and Spearman’s Correlation was applied to discuss the correlations. Reviewing the results, this study discovered that most visitors preferred the elements of good category, payment systems and special columns. In addition, they were concerned about the category location and color planning on the layouts. In contrast, the visitors disliked the elements of advertisements on the homepage, and they considered that the symbol insertion was the minor influence on the layouts. Above all, the results also indicated that the relationships between the homepage elements of Ruten and the visiting intention of the Internet users were highly correlated.
Key words: homepage design, online auction, visiting intention
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