本研究目的於前期針對現有食農網站進行探索，以質性研究方法找出可能影響消費者行為的重要設計因素。而後針對設計因素進行實驗與問卷調查，以量化研究方法初步驗證設計因素和氣氛線索，是否能對消費者行為產生影響。進一步收斂關鍵的設計因素後，依據實驗結果，參考現有食農網站，設計以色彩對比度為操作變數的三個實驗網頁。最後階段，再次以實驗蒐集問卷資料，驗證不同色彩對比度的網頁，是否改變了氣氛線索，並對消費者產生影響。

根據本研究實驗結果，流暢體驗作為部分中介變數，對消費者購買意圖和消費者滿意度具有影響力，但還受到其他因素的影響。以食農網頁介面而言，色彩對比度能夠影響消費者行為，並且對消費者滿意度的影響，大於消費者購買意圖。本研究提出未來食農網頁的設計建議有:(1)產品照片色彩應以中低對比度至中對比度較適宜，並輔以小面積色彩強烈的文字或圖示。(2)食農網頁整體色調以明亮、清淡較為適宜，以符合清新、舒適、自然的印象較佳。(3)中高色彩對比度可能讓消費者對產品品質產生疑慮，或使用網站上較分心而導致體驗不佳。(4)食農網頁背景色彩應以無色或中性色，並且明亮，不干擾文字閱讀為主。(5)建議食農網頁留白量至少應佔 30%的版面，設計時應以瀏覽舒適為考量。

The purposes of this study were to firstly explore existing food and farming websites through qualitative research methods to find out important design factors that had possible impacts on consumer behaviours. Subsequent quantitative research methods including experiments and questionnaire surveys were used to verify whether design factors and atmospheric cues could have impacts on consumer behaviours. After further convergence on key design factors by experimental results, three experimental webpages with manipulated variables of color contrast were designed on the basis of existing food and farming websites. Finally, experimental and questionnaire data were collected to verify whether webpages with different color contrasts could change atmospheric cues and influence consumers.

According to experimental results of this study, flow experience as a partial mediator had an impact on purchase intention and consumer satisfaction, which were also affected by other factors. Color contrast of food and farming webpages interface could have an impact on consumer behaviours. The impact on consumer satisfaction was higher than on purchase intention. This study proposed future design suggestions for food and farming webpages were as follows. (1) The color of product pictures in medium low to medium contrast would be more appropriate with small-sized and strong color texts or icons. (2) Bright and light tints and shades were more appropriate for food and farming webpages that gave the impression of freshness, comfort, and nature. (3) Medium high color contrast could cause consumers to cast doubt on product quality, or distracted them while using the website with the result of bad experience. (4) The background of food and farming webpages should be in achromatic or neutral colors, bright, without distracting the reading of text. (5) It was suggested that the whitespace of food and farming webpages should be at least 30% of
layout, while design consideration should enable users feel comfortable in browsing.

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