疫情加速線上購物的普及，線上商店已成為品牌規劃中不可或缺的行銷接觸點，是品牌與消費者溝通的重要媒介。其網站設計的目標更是希望藉由網路無遠弗屆的優勢，提供獨特的品牌購物體驗。本研究以ZARA品牌線上商店為例，欲透過探討網站設計要素，了解消費者的體驗感受與行為意向，其研究成果可提供給其他時尚服飾零售商，作為日後品牌線上商店規劃設計的參考。
研究方法以文獻探討整理出網站設計四個要素構面，再以問卷蒐集100位受試者對於網站的體驗感受和行為意向量表．並從中邀請8位受試者進行質性訪談。研究分析結果歸納如下: (1)資訊質量在問卷上對體驗感受沒有顯著影響，認為在網站字型和資訊閱讀性上有改善空間；(2)網站美學對感官、情感和思考體驗都有顯著影響，認為瀏覽體驗有營造出翻閱雜誌的悠閒感；(3)網站便利性對感官和情感體驗有顯著影響，認為便利性可幫助提升瀏覽效率，並影響後續行為意向；(4)商品選擇對整體體驗感受都有顯著影響，認為品項款式多元有高機率找到適合的品項，為影響後續行為意向的重要因素；(5)思考和行動體驗顯著影響後續行為意向。
本研究認為在未來設計應用上，品牌線上商店應專注在顧客瀏覽旅程上，協助消費者作出更好的消費決策；亦需考量消費者的瀏覽契機，提供差異化的購物旅程；並透過傳達情感面價值訴求，提升整體購物體驗。

The pandemic has accelerated the development of online shopping. Official online stores have become indispensable touch points in brand planning strategies, and an important medium for brands to communicate with consumers. The purpose of the website is to use the infinite tentacles of the Internet to convey brand value. This study aims to explore the correlation between consumer experience and the attributes of website design, taking ZARA online store as an example. Hope it can be provided to other fashion retailers as a reference for the planning and design of future online stores.
Though literature review, the research summarizes four design attribute dimensions, then collects data from 100 people by quantitative questionnaire, and invites nine respondents to conduct qualitative interviews. The research results are as follows: (1) The quality of information has no significant impact on the experience in the questionnaire, and it is believed that there is room for improvement in website fonts and information readability. (2) The aesthetics of the website have significant effects on sensory, feel and thinking experience, and it is believed that it creates a sense of leisure in browsing magazines. (3) Website convenience has a significant impact on sensory and feel experience, and it is believed that convenience can help improve browsing efficiency and affect subsequent behavioral intentions. (4) Product selection has an impact on the overall experience, it is believed that the variety of item styles has a high probability of finding suitable items, which is an important factor affecting follow-up behavior intentions. (5) Thinking and act experience significantly affect follow-up behavior intentions.
This research believes that in the future design applications, we should focus on the customer journey to help make better consumption decisions; it is also necessary to consider consumers' browsing intentions, and to provide a differentiated shopping journey. In addition, the shopping experience can be enhanced by conveying emotional value appeals.

中文文獻
吳明隆、涂金堂（2014）。SPSS 與統計應用分析。五南圖書出版股份有限公司。
吳統雄（1985）。態度與行為研究的信度與效度: 理論, 應用, 反省。民意學術專刊, 夏季號，29，53。
楊素蘭（2004）。環境體驗，體驗價值，顧客滿意與行為意向之研究。碩士論文。 國立台北科技大學碩士論文
趙立平（2017）。網站體驗行銷與體驗價值對品牌態度及購買意願之影響-以 ZARA 購物網站為例。
潘瑛如、方崇雄（2010）。部分最小平方路徑分析法在教育研究上的應用。研習資訊。27(5)， 95-108。
賴其勛、邴傑民、李雅雯（2001）。服務品質與購後行為意圖關係之研究-以台中百貨業為例。企業管理學報(49)，135-158。

英文文獻
Ahn, T., Ryu, S., & Han, I. (2007). The impact of Web quality and playfulness on user acceptance of online retailing. Information & Management, 44(3), 263-275. https://doi.org/10.1016/j.im.2006.12.008
Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., & Wood, S. (1997). Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces. Journal of Marketing, 61(3), 38-53. https://doi.org/10.1177/002224299706100303
Almquist, E., Senior, J., & Bloch, N. (2016). The elements of value. Harvard business review, 94(9), 47-53.
Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions. Journal of Marketing, 66(2), 120-141. https://doi.org/10.1509/jmkg.66.2.120.18470
Berry, L. L., & Gresham, L. G. (1986). Relationship retailing: transforming customers into clients. Business Horizons, 29(6), 43-47.
Blut, M. (2016). E-Service Quality: Development of a Hierarchical Model. Journal of Retailing, 92(4), 500-517. https://doi.org/10.1016/j.jretai.2016.09.002
Bonera, M., & Corvi, E. (2014). The Relevance of Visual Merchandising for Online Retailers. International Journal of Applied Behavioral Economics, 3(4), 1-16. https://doi.org/10.4018/ijabe.2014100101
Botha, J. A. R., Bothma, C. H., & Geldenhuys, P. (2008). Managing e-commerce in business. Juta.
Chiu, C. M., Chang, C. C., Cheng, H. L., & Fang, Y. H. (2009). Determinants of customer repurchase intention in online shopping. Online Information Review, 33(4), 761-784. https://doi.org/10.1108/14684520910985710
Cyr, D. (2008). Modeling Web Site Design Across Cultures: Relationships to Trust, Satisfaction, and E-Loyalty. Journal of Management Information Systems, 24(4), 47-72. https://doi.org/10.2753/MIS0742-1222240402
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology and Marketing, 20(2), 139-150. https://doi.org/10.1002/mar.10064
Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Philosophy and Rhetoric, 10(2).
Floh, A., & Madlberger, M. (2013). The role of atmospheric cues in online impulse-buying behavior. Electronic Commerce Research and Applications, 12(6), 425-439. https://doi.org/10.1016/j.elerap.2013.06.001
Folkes, V. S. (1988). Recent Attribution Research in Consumer Behavior: A Review and New Directions. Journal of Consumer Research, 14(4), 548. https://doi.org/10.1086/209135
Forsythe, S. M., & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research, 56(11), 867-875. https://doi.org/10.1016/S0148-2963(01)00273-9
Ganguly, B., Dash, S. B., Cyr, D., & Head, M. (2010). The effects of website design on purchase intention in online shopping: the mediating role of trust and the moderating role of culture. International Journal of Electronic Business, 8(4-5), 302-330.
Gao, Y., & Koufaris, M. (2006). Perceptual antecedents of user attitude in electronic commerce. ACM SIGMIS Database: the DATABASE for Advances in Information Systems, 37(2-3), 42-50. https://doi.org/10.1145/1161345.1161353
Hasan, B. (2016). Perceived irritation in online shopping: The impact of website design characteristics. Computers in Human Behavior, 54, 224-230. https://doi.org/10.1016/j.chb.2015.07.056
Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132. https://doi.org/10.1086/208906
Holloway, B. B., & Beatty, S. E. (2008). Satisfiers and dissatisfiers in the online environment: A critical incident assessment. Journal of Service Research, 10(4), 347-364.
Jan Alsem, K., & Kostelijk, E. (2008). Identity based marketing: a new balanced marketing paradigm. European Journal of Marketing, 42(9/10), 907-914. https://doi.org/10.1108/03090560810891064
Jiang, Z., Wang, W., Tan, B. C. Y., & Yu, J. (2016). The Determinants and Impacts of Aesthetics in Users’ First Interaction with Websites. Journal of Management Information Systems, 33(1), 229-259. https://doi.org/10.1080/07421222.2016.1172443
Koo, D.-M., & Ju, S.-H. (2010). The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention. Computers in Human Behavior, 26(3), 377-388. https://doi.org/10.1016/j.chb.2009.11.009
Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48-64.
Kotler, P. (2000). Marketing management (Millennium ed ed.). Prentice Hall.
Koufaris, M., & Hampton-Sosa, W. (2004). The development of initial trust in an online company by new customers. Information & Management, 41(3), 377-397. https://doi.org/10.1016/j.im.2003.08.004
Koufaris, M., Kambil, A., & Labarbera, P. A. (2001). Consumer Behavior in Web-Based Commerce: An Empirical Study. International Journal of Electronic Commerce, 6(2), 115-138. https://doi.org/10.1080/10864415.2001.11044233
Lee, Y., & Kozar, K. A. (2006). Investigating the effect of website quality on e-business success: An analytic hierarchy process (AHP) approach. Decision Support Systems, 42(3), 1383-1401. https://doi.org/10.1016/j.dss.2005.11.005
Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., & Abdullah, S. (2016). Factors Influencing Online Shopping Behavior: The Mediating Role of Purchase Intention. Procedia Economics and Finance, 35, 401-410. https://doi.org/10.1016/S2212-5671(16)00050-2
Lin, H.-F. (2007). The Impact of Website Quality Dimensions on Customer Satisfaction in the B2C E-commerce Context. Total Quality Management & Business Excellence, 18(4), 363-378. https://doi.org/10.1080/14783360701231302
Lindgaard, G., Fernandes, G., Dudek, C., & Brown, J. (2006). Attention web designers: You have 50 milliseconds to make a good first impression! Behaviour & Information Technology, 25(2), 115-126. https://doi.org/10.1080/01449290500330448
Loiacono, E. T., Watson, R. T., & Goodhue, D. L. (2002). WebQual: A measure of website quality. Marketing theory and applications, 13(3), 432-438.
Luo, Ba, & Zhang. (2012). The Effectiveness of Online Shopping Characteristics and Well-Designed Websites on Satisfaction. MIS Quarterly, 36(4), 1131. https://doi.org/10.2307/41703501
Mandel, N., & Johnson, E. J. (2002). When Web Pages Influence Choice: Effects of Visual Primes on Experts and Novices. Journal of Consumer Research, 29(2), 235-245. https://doi.org/10.1086/341573
Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard business review, 85(2), 116.
Montoya-Weiss, M. M., Voss, G. B., & Grewal, D. (2003). Determinants of Online Channel Use and Overall Satisfaction with a Relational, Multichannel Service Provider. Journal of the Academy of Marketing Science, 31(4), 448-458. https://doi.org/10.1177/0092070303254408
Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., & Verhoef, P. C. (2006). Challenges and Opportunities in Multichannel Customer Management. Journal of Service Research, 9(2), 95-112. https://doi.org/10.1177/1094670506293559
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.
Park, H. H., Jeon, J. O., & Sullivan, P. (2015). How does visual merchandising in fashion retail stores affect consumers’ brand attitude and purchase intention? The International Review of Retail, Distribution and Consumer Research, 25(1), 87-104. https://doi.org/10.1080/09593969.2014.918048
Pine, B. J., & Gilmore, J. H. (2011). The experience economy (Updated ed ed.). Harvard Business Review Press.
Richard, M.-O. (2005). Modeling the impact of internet atmospherics on surfer behavior. Journal of Business Research, 58(12), 1632-1642. https://doi.org/10.1016/j.jbusres.2004.07.009
Rosen, D. E., & Purinton, E. (2004). Website design: Viewing the web as a cognitive landscape. Journal of Business Research, 57(7), 787-794.
Schenkman, B. N., & Jönsson, F. U. (2000). Aesthetics and preferences of web pages. Behaviour & Information Technology, 19(5), 367-377.
Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1-3), 53-67. https://doi.org/10.1362/026725799784870496
Shih, H.-P. (2004). An empirical study on predicting user acceptance of e-shopping on the Web. Information & Management, 41(3), 351-368. https://doi.org/10.1016/S0378-7206(03)00079-X
Stone, B. (2013). The everything store: Jeff Bezos and the age of Amazon. Random House.
Sweezey, M. (2020). The Context Marketing Revolution: How to Motivate Buyers in the Age of Infinite Media. Harvard Business Press.
Vance, A., Elie-Dit-Cosaque, C., & Straub, D. W. (2008). Examining Trust in Information Technology Artifacts: The Effects of System Quality and Culture. Journal of Management Information Systems, 24(4), 73-100. https://doi.org/10.2753/MIS0742-1222240403
Vázquez, R., Rodrı́guez-Del Bosque, I. A., Ma Dı́az, A., & Ruiz, A. n. V. (2001). Service quality in supermarket retailing: identifying critical service experiences. Journal of Retailing and Consumer Services, 8(1), 1-14. https://doi.org/10.1016/S0969-6989(99)00018-1
Watzman, S., & Re, M. (2012). Visual Design Principles for Usable Interfaces: Everything Is Designed: Why We Should Think before Doing. In Human–Computer Interaction Handbook (Vol. 20126252, pp. 315-340). CRC Press. http://www.crcnetbase.com/doi/abs/10.1201/b11963-18
Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of Retailing, 79(3), 183-198. https://doi.org/10.1016/S0022-4359(03)00034-4

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1988). Communication and control processes in the delivery of service quality. Journal of Marketing, 52(2), 35-48.

網路資料
李宛諭（2020年6月11日）。ZARA母公司全球關閉1200家門市，加強進攻網購。中央社。https://www.cna.com.tw/news/firstnews/202006110321.aspx
經濟處（2021）。批發、零售及餐飲業-零售業網路銷售。經濟統計數據分析系統。https://dmz26.moea.gov.tw/GA/visualize/VisDashboard.aspx?d=25
Almquist, E., Senior, J., & Bloch, N. (2016, September). The elements of value. Harvard business review, 94(9), 47-53. https://hbr.org/2016/09/the-elements-of-value
Clement, J. (2021, February 12). Most popular online retail websites worldwide in 2020, by average monthly traffic. Statista. https://www.statista.com/statistics/274708/online-retail-and-auction-ranked-by-worldwide-audiences/
David C. Edelman (2010, December) Branding in the Digital Age: You're Spending Your Money in All the Wrong Places. Hatvard Business Review. https: //hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places.
Digitoe. (2001, January). Federal Reserve Bank of Dallas 1998 Annual Report, May 1999. [Online]. http://www.digitoe.com/press/financial/ fed_reserve99.html.
Goodson, S. (2012). Why Brand Building Is Important. Forbes. https://www.forbes.com/sites/marketshare/2012/05/27/why-brand-building-is-important/?sh=3a2b69823006
Hasnain, A., & Jeffery, S. (2021, August). 3 investments brands need to make to thrive in the “Great Retail Migration”. Think with Google publishing. https://www.thinkwithgoogle.com/intl/en-apac/marketing-strategies/app-and-mobile/the-great-retail-migration/
Inditex (2020) 2020Anual Reports. Inditexhttps://www.inditex.com/en/investors/investor-relations/annual-reports
KPMG (2021) Transitioning from 'retail' to 'consumer commerce. KPMG. https://home.kpmg/xx/en/home/insights/2021/01/transitioning-from-retail-to-consumer-commerce.html
Kuhuk, Jane (2020, May 19). COVID-19 shopping behavior: what products would customers rather buy online? Competera. https://competera.net/resources/articles/ecommerce-online-shopping-behavior-retail-infographic
Will Kenton (2021). BusinesstoConsumer(B2C). Investopedia. https://www.investopedia.com/terms/b/btoc.asp
Yang, A. (2022). 後疫情時代，零售業如何應對？Ipsos. https://www.ipsos.com/en-tw/how-retailers-react-in-the-post-pandemic-era