消費者網站購物行為之研究－以認知、情感、行為觀點

In this research, the main point is to investigate what kind of emotion will influence customers' purchasing behaviors when they shop on Internet. All samples in this research are from customers who have shopping experiences from Yahoo Shopping Center. This study adopted Structural Equation Modeling to analyze the relationships among variables. According to the statistical analysis, there are four results. First, trust has significant and positive effect on control in the emotional model. Secondly, control significantly and positively affects energetic arousal but significantly and negatively affects the tense arousal. Thirdly, the energetic arousal significantly and positively affects pleasure while tense arousal significantly and negatively affects pleasure. Lastly, pleasure has significant and positive effect on purchase.