隨著網際網路的興起，電子商務應運而生，近年來，網路零售購物亦快速發展。而對許多消費者來說，較低的價格是吸引他們從網路購物的主要原因，所以消費者對於價格會變得更加敏感。因此，從企業的角度出發，要如何在競爭激烈的網路購物環境中，找到價格以外的差異化因素，讓網站的情境氛圍更加吸引消費者，則顯得格外重要。本研究根據「刺激－內在感受－反應」架構，透過不同的網站顏色設計，並以價錢高低作為干擾變數，了解顏色如何影響消費者之內在情緒和感知價值，進而影響消費者的行為意向。而研究分析結果顯示，不論商品價格高低，紅色背景能帶給消費者較好的感受。但對於高價品而言，在低亮度、低彩度的藍色背景之下，則能賦予商品更多質感，使消費者有較高的感知價值；相反的，低價品則在高亮度、高彩度的紅色背景之下，能喚起消費者更多的情感，並帶給消費者較高的感知價值。

As the flourish development of Internet, electronic commerce grows prosperously with the needs. Recently, there are more and more people shopping products online. Furthermore, most online consumers cite low price as the dominant factor in their online purchase intentions, hence become more sensitive to the price. Therefore, to attract consumers, it is an important topic for businesses to find out the unique environmental atmospherics except price to differentiate themselves from competitors. According to the stimulus-organism-response framework and through the different color design of websites, this study use high and low price as moderators, investigate the link between colors and consumers’ internal emotion, perceived value, and purchase intention. The analysis result reveals that no matter what the price level is, red online background can produce higher pleasure, arousal and dominance than blue background does. However, when the price is high, blue background with low value and low chroma can enhance the image of prestige, thus produce higher perceived value for consumers. Comparatively, when the price is low, red background with high value and high chroma can arouse consumers’ emotion, and elicit greater perceived value for consumers.

1. Introduction 1
2. Theoretical Issues 4
2.1 Colors 4
2.1.1 Hue 5
2.1.2 Value 5
2.1.3 Chroma 6
2.2 Price 7
2.3 Perceived Value 8
2.4 Emotion 10
2.5 Purchase Intension 12
2.6 Theoretical Framework 13
3. Methodology 14
3.1 Experimental Design 14
3.2 Stimuli 15
3.3 Subjects and Procedure 16
3.4 Measurement 17
4. Analysis 18
4.1 Pretest 18
4.2 Manipulation Checks 18
4.3 Hypotheses Tests 19
4.3.1 Effects of Hue and Price on Emotions and Perceived Value 20
4.3.2 Effects of Value and Price on Emotions and Perceived Value 21
4.3.3 Effects of Chroma and Price on Emotions and Perceived Value 22
5. Conclusion 24
5.1 Discussion 24
5.2 Limitation and Future Directions 26
References 27

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