隨著網路應用普及，許多渡假旅館業透過網站行銷以吸引各地消費者。本研究以台灣和巴西的渡假旅館為例，從導航設計、資訊設計與視覺設計等構面，探討網頁美感與消費者瀏覽行為之關係，以及文化差異對網頁美感的影響。另外，透過問卷與網站個案分析的比較，本研究彙整消費者對美感設計元素偏好的跨文化差異。
本論文以台灣與巴西為標的進行資料收集與分析。研究發現渡假旅館網站美感皆顯著地影響消費者忠誠度。但美感的因素則有文化差異:對台灣人而言，網頁美感的解釋變異主要為導航設計與視覺設計，巴西人則以視覺設計為主。本論文的研究模式具有41.8% (台灣樣本)與46.8% (巴西樣本)的解釋變異程度。
透過量化問卷與實務網站之個案分析，本論文發現美感設計元素的偏好差異。除共同偏愛水平式排版、圖多於文、社群連結外，台灣人偏好網狀式導航、圖標示按鈕、網頁紀錄功能、暖色系且柔和色調、首頁無動畫、圖片置中等；巴西人則偏好階層式導航、純文字按鈕、無網頁紀錄功能、規則型選單設計。但個案分析卻發現現存網站的設計元素與消費者偏好的美感元素仍有所落差。
具體而言，本論文驗證美學設計對渡假旅遊業網站的交易意圖具有顯著的影響，且美感會因跨文化而不同，因此實務上應根據不同文化的族群設計符合其偏好的網站。

With the developing of Internet, lots of resort hotels attract their customers though website marketing. This study took resort hotel in Taiwan and Brazil as target to discuss the relationship between aesthetics of website and customers’ intention to transaction and the influences on website aesthetics from culture differences by navigation design, information design and visual design. Besides, through the comparison of on-line questionnaire and case study, this current study realized the different preferences of aesthetics website elements from different cultures.
This sturdy took Taiwan and Brazil as target to collect and analyze the data and found out that aesthetics of resort hotel website distinctively influence customers’ intention to transaction. However, different culture has different preferences. For Taiwanese, navigation and visual design are the two main factors can influence website aesthetics but for Brazilian, visual design is the only one. The research model of this study, there is 41.8% explanation ability for Taiwanese sample and 46.8% for Brazilian sample.
Through the analyze of quantitative questionnaire and real website case study, this study discovered that the different preferences of aesthetics website elements. Except they both prefer horizontal layout, higher percentage of photo and the link of social network, Taiwanese prefer network navigation design, button with image, recording function, warm and soft color, without animation before front page and central photo position; Brazilian prefer hierarchy navigation design, button with pure text, without recording function and regular icon design but in real website case study, the website design of resort hotel is not match with customers’ preferences.
Generally speaking, this study proved that aesthetics of website do has significant influence on intention to transaction in resort hotel industry and the preferences of aesthetics influence by different cultures. Therefore, when people are trying to design a website, they should think more about culture differences in order to match their preferences.

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