A Study of the Effects of M-Commerce Interface Design on Customers’ Emotion and Purchase Behaviors

• Main Authors: Hsieh Liang-Hsin, 謝亮昕
• Other Authors: Chuang Yea-Ru
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/43667835382772997821

碩士 === 輔仁大學 === 資訊管理學系碩士班 === 103 === With the prosperity of the Internet, e-commerce have become indispensable and important tool of purchasing and acquiring product. Mobile devices have become popular. The percentage of customers who use mobile devices to purchase products is getting higher than before. M-commerce is become a part of people’s life nowadays. This Study is based on M-R environmental psychology model to examine how the M-Commerce web aesthetics design and usability design affects consumers’ emotions and purchase behaviors. Model of this study is composed of three parts: environment stimulate, emotional states, and approach-avoidance behavior. The findings of this study are as follows: (1) both classical aesthetics and expressive aesthetics have significant and positive effects on consumers' pleasure and arousal, (2) interface usability has no effect on pleasure but significantly and positively affects dominance, (3) pleasure have significant and positive effects on behavior of searching other websites, (4) three status of emotions have no effect on purchase behavior, and (5) searching other websites has significant and negative effect on purchase behavior. It is suggested based on the results of the study that mobile commerce interface design should try to retain consumers on their first visit to reduce the possibility of consumers to search for other websites and thus to enhance the purchasing opportunity.