「希望」，這個名詞普遍存在我們的日常生活中，許多人從事投資股市、買樂透彩卷、減肥、閱讀自我協助的書、與探詢有名的醫師等行為，皆是因為消費者心中存在希望。希望是一種正面的情緒，會影響許多消費行為，消費者也因為所抱持的希望程度不同而有所不同的行為反應，可知希望對消費行為的重要性，故其在行銷上扮演的角色漸漸受到重視。
MacInnis and de Mello (2005)指出希望（hope）在目標不確定，但是可能達成的情況下，消費者會受到行銷活動的影響，而提高對目標的期望。以B2C美容保養網站為例，一般大眾的認知中，「希望」與「化妝品」之間擁有很大的關連性，期望利用產品就能達到令人稱羨的效果。但是網路具有虛擬性，消費者無法試用產品，網路業者只能不斷使用不同方式來誘使消費者對產品產生希望，例如網站設計中利用圖像、專家推薦等手法，期望提高銷售量。因此本研究想瞭解是否網站設計透過「希望」的產生，才是主要影響消費者 的購買經驗。
本研究以B2C美妝保養品網站為實驗標的，以實驗設計為研究方法，利用評價理論解釋產品如何透過網站設計，令消費者感到高度希望，進而產生購買衝動，並且比較不同網站設計對誘發希望之影響。其中網站設計包括：「減少趨避衝突」、「增加正面幻境」、「多重目標之達成」、「現在與未來理想的差異」、「名人推薦」以及「試用經驗」。在美容保養網站日趨增加的情況下，期望透過實證分析之結果，提供B2C美妝保養品網站行銷產品之參考。
本研究之重要結論下：
1.網站設計「減少趨避衝突」、「增加正面幻境」、「多重目標之達成」、「名人推薦」以及「試用經驗」容易誘發消費者對產品的希望。
2.消費者產品涉入程度高時，會容易受行銷手法影響而產生希望。
3.當消費者感受到的希望程度愈高，愈容易產生購買衝動。
4.「希望」為網站設計影響消費者購買衝動的中介變項。

Hope is everywhere in our daily life. Each day, millions of consumers engage in such behaviors as investing in the stock market, buying lottery tickets, attempting to lose weight, reading self-help books, undergoing cosmetic surgery and visiting therapists. What do all these consumption situations have in common? Among other things — hope. Hope is a positively valenced emotion that will affect consumers’ behavior. Consumer will perform different behavior because of different intensity of hope. So it becomes more important in marketing.
MacInnis and de Mello (2005) indicated that hope is a positively valenced emotion evoked in response to an uncertain but possible goal-congruent outcome and will affected by marketing tactics. By example of cosmetics on-line shopping, there is significant relationship between “hope” and “cosmetics” in normal perception. Because of the virtual characteristic, consumers can’t experience the products on-line. So the website marketers do their best to induce and enhance hope towards products in order to promoting sales, such as using images and celebrity recommendation. So this research will investigate whether these website design induce hope, and how website designs influence impulsive buying through hope.
Take B2C cosmetics website for example. This research uses “appraisal theory” to explain how products through website design induce hope, and the effects on impulsive buying. We also compare with the differences of website designs inducing hope. The website designs are “resolution of an approach-avoidance conflict”, “ more positive fantasy”, “promoting Attainment of Multiple Goal”, “comparing with ideal future self”, “celebrity recommendation” and “achievement of the goal by others”. This research provides marketers some suggestions in online shopping.
The main results are as follows:
1.The website design of “resolution of an approach-avoidance conflict”, “ more positive fantasy”, “promoting Attainment of Multiple Goal”, “celebrity recommendation” and “achievement of the goal by others” have effect on consumers’ hope.
2.When consumers are high product involvement, they are easily induced hopes by marketing tactics.
3.The more hope perceived, the more intention of impulsive buying.
4.With hope as a mediator, website design have effect on impulsive buying.

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