24! s 105 ) 2016 *! 77-94ð µ æ 1!! 1 š 2 e 3 î! såžjìvá} ž ³ š É h } à z} 310 y 6 y à 304 y åž ³ š sä Á ì š sä Œ hée Á ³dÁ ÀÞ Àm Ê š Á u åž ¹ v š Á u À àá u ì Á û Ê š Á u ê ï jmk u} À Á ì É } Á q Žg ÃÁvy µ! 1 h ò hnç ŒânÄ ƒ 2 ¾½ hn nä ƒ ˆ hn À ½ ¹g 3-77-
2 24 s 105! The Impact of Website Characteristics on Flow Experience Bin-Tsann Yang 1 Pei-Ching Lee 2 Man-Su Chang 3 Abstract This research was mainly inquiring into that the website characteristic influence of regarding the flow experience. 304 questionnaires were collected to analyze the relationship between variables from website. In the website characteristic and the flow experience aspect, this research discovered that the website characteristic and the flow experience presents was being related, in which website design has to the flow experience is significant related, namely is convenient and the fast information browsing and the search with compares user-friendly the shopping flow or the shopping function, will promote the flow experience s occurrence. Flow experience is to be helpful to the shopping behavior occurrence, the website design's content will promote the flow experience s occurrence, if can take seriously, and will perform to apply in the shopping website design, can be competition intense internet market, and will attract consumers. Keywords: website characteristic; flow experience -78-
3 š e ³ š åž!! o Æ õ Ñ oƒ á õå Æ á ȳp ³ ÑÆ o Æ Œ³ Ÿõ ì õ ƒ j ³ z t x Æ Ë³ d} Ìõ½ˆ t ³ Ñî Šõ õˆ ³ e º ³ w ˆ w á ˆ u óé³õ¼ Æïo e³ t ˆ õ ˆ³ xw Yoo, Sanders, & Moon, 2013 ³zõg ÑÆ Æï³³p Æï ³ˆ l ùä³áûõï ³ˆtf Æï Çá ³ ÄÄ å ƾƒ Œ Ñ w yo vüû óðæ û ƒ Ñ Ì Æïîî Ç Æï ½ ë iæïºë Æï{ Ü ÄÇ o Œô y p³}œ šô ˆŽ Š Ð woy õ ½ ³ª} Csikszentmihalyi 1975 oõ½y ë½ šœ flow ož ÑîŠ y Ìy õõ³ f hðä Ëy Š ³n ~ Ìõ½ ë ä o Š Îõõ³ ³ Î Ë ³ Ä äx ³ z hš äx Ì o³ i Œ³Î î ~ o³ Š äx } Œ Ñ t ½Î v á³{š ß u ³ Œ³šœ ½ ä~ t õ é { f Moneta & Csikszentmihalyi, 1996; Ghani & Deshpande, 1994; Massimini & Massimo, 1988 x ÈŒnËo ~ Ïñ ³ -79-
4 24 s 105! në Æï ³{f ½³ Æï é õ šœ³ª} Chen, Wigand, & Nilan, 1999; Novak & Hoffman, 1997; Novak, Hoffman, & Yung, 1998a; Novak, Hoffman, & Yung, 1998b; Novak, Hoffman, & Yung, 2000 x Ñ ³ œˆž ³ Î hh Œ³Å œìëoˆ f³ ä x Ñ i ³}Œ äòü³}œ Donovan & Rossiter, 1982 Æ f i å Ë äæ Š³y }Œ yäz Hoffman & Novak, 1996 Ì oæï{f šœå ½é ÈŒnË õˆ ³ ½ i Webster and Martocchio 1992 ÑWebster, Trevino and Ryan 1993 ùo Ïñ ~ ³ ½ Novak and Hoffman 1997 Novak, et al. 1998a Novak, et al. 1998b Novak, et al. 2000 ùoæï ä{f³ ½ ³ 爫oè ìˆ hä ½³nË æ õ eœ ½³p³yä Chen, Wigand, & Nilan, 1999; Novak et al., 1999 Ì h ½í ƾ³ ˆ«Ñ hh ù ƾ z Ñíì ³Á± i ½Å ³ n Ä x œìë Æí h ƾåå ƾ³Íéöä xù ä Ì ååòi³æ¾ œìë võåë í h ½è gõæ¾åå³ z x ƾ ˳ Ì x n ææ¾³íìá Rattanawicha & Esichaikul, 2005 2005 ½ ƾ z x œìëoæ¾ äñíì Ì šœå ˆ õ ˆ«hhpˆÆïõô wpò 2003 Œ 2003 Ö šœ³ wåœ 2006 Ö 2007 oœ oæ¾ zñšœå ½ Œ ½ ƒåšœ ç Æï ³~ ŒŒõõŒ ½ Îâ ½ î éæ¾å Ë å ƾ z³ x Æï Ë ä澚³šœå ƒ äæ¾³ õ -80-
š e ³ š åž! g í ³ Î Œ ½ ä ½ ³ ƒåæ¾ z x Æï Ë šœå æ Ü! ½ Ñ ³ ç Œ ½ƒ ½ i 1º ƾ z ìå o ƾåå n z»z H1-4 šœå 1 æ Ü ½ º Œ ½ ƾ z Ðé ìå o information content ƾåå design n z security» z privacy é šœå ƒåæ¾ zñšœå ˆ œìë äí ƾŠ ¹æí x ƒ p j ìå æ ö Û 2000 œìëˆæ í Š Æï vîƒ ìå³ëoz x œìë³í Ëù ž z 1998 ³ Æï v ƒ ³ ½ ho wœìë h ìå³ho ìå o o x œìë³í ý y 2000 ƾ zoæïí ä ìå o x ³ ½ ³ ìå³ëovñ oz œìë³ ä Œ g í h œìëæ Æïí Îu ³iÜ Îh xo «x î³ ìå o õá ³ ò õ p ìå o~æƒ ³ h ƾ³ ~õ gw ËoˆæÆ ¾³ i î zt³æ¾ z ³Æ¾ œì 5-81-
6 24 s 105! ˳ Sicilia, Ruiz, & Munuera, 2005 ƾåå œìëõ Æ ä³ ë ³øÊ hl d}³ìå ³ååig é äë n ä È È Æ¾ ï ƾ ä³ùä Ä Csikszentmihalyi 1975 ³ç ³ áz x š œ³ ³ ìå¼ t Óé Ëæ îo o çjî ò oˆñšœå Íz Åèo wìì 2007 ³ ½ ƾ³o ƾåå ˆ½z ošœå Œ x Ë çžf Š Œ52.8%³Æïí Ëæ ìˆ n z ä ³ šœª} ä Ëæ ƒ ³{š p ç é Ë f ƒ ³ªš òo šœª} x œìë Æï õá uuy õ Ð t³ ìˆ i ñ ènü n À æü¹ Ñì ìˆ i Ü õ æhœìë ΃ Æïí ³ h õ ìå Yoon, 2002 nzìˆh õ Ðt³»u ³Æ ìˆ â o i âõ Æïí Ë ³é ÌÓΞ Æï Ëo»z³ } Î Æï Ë äæ¾ õìg šœå ³ Î n} 2003 oí ƾ³ååõá ½³ ƾg ìå Î w Š³ìån z»z ƒ ƾ å{³ ä Šz zš oæïí Œ ³x o 2002 ƒ åæ¾ æ ìñœìë z oæïí x ½ ƾ œìë z z³ƒå ½Å ³ ƾåå³ìå Î g ìåëov Šz ¹z Ðz ƒ ƾõÅ «Æ¾ o oæïíì Œ x -82-
š e ³ š åž! Ì w Š³ìån z»z ƒ å{ ä³ Šz z ƾ ³ z ƒ ƾ Š³ ˆ z ³ oˆæï Œ x }y 2001 ³ ½ ƾ³ äõ¼ ëo ³Æ Ñ ³Òi u Æ ³ ÑŠ Ìõ½šœõ¼ ³ y Æ o ƒ Æïí ³ˆw Í 2003 ³ ½ ƾ z j z zñ ä woz x œìë ä澚 ³šœÅ áæï vóîƒ ³j Šø ˆ ³Æ¾ Î ƒ ä澚³ Æ ºt Š œìë äæ¾ îo š œå Œ ½ƒ ½ å H1 ƾ z ìå oošœå Œ x H2 ƾ z ƾååošœÅ Œ x H3 ƾ z n zošœå Œ x H4 ƾ z»zošœå Œ x æ î! Ñ ) * µ! Œ ½Æ¾ z dnëƒ Rangamathan and Ganapathy 2002 në æ ƾ z áùæï Ëo ƾ n z»z ƾåå ìå o ˆ ƒ Î æ ìå o ƾåå n z»z ìå o Œ ³ ò ì å o n ³ìå o Œ ³ ÄÅ n Πƾ åå o ä oìˆ äæ Ì쳊 hl d}³ì å»z ìå³ Ñ Æ¾ ìå ì 7-83-
8 24 s 105! å³~ n z Æï ò³n z h½ùß Œ opuü o¹ n ³ n Ä ô dnë Œ ½oƾ z žùt ƒ Rangamathan and Ganapathy 2002 ³p ƾ zùá áùæ¾ z³ jùá 14 Œ ½ ¹ Î Œñ o³wv õ v o v š nëƒ jùá ùá o ˆšÑçæ Ë Œ ½ƒ Likert p vùá y u Šõ u pv žù žëo ³ ¼v v Å 1 5 ³ ˆ ) *! Œ ½ƒ Novak and Hoffman 1997 ošœ Æï 䳪} ³nË èšœ ³ ½ ß Ž Š³y ª} wîšœª}³ Î o Š ³ô šô Š Š pi ³ ³ { xš šœ ç ½ µ ß ³Å ÌšœÅ ³žùt ƒ Novak and Hoffman 1997 ƒ Ð ôšžù šƒ Ë ç Ë ŸÐt í ƾ³{x Œõ³šœÅ ÌùრNovak et al. 2000 ƒ ošœå ùá Œ ½ ¹ o v š nëƒ jùá { ò ã áù Œ ƒlikert 9 ùá å y1 9 æ t Œ ½ Ð Œ í ƾœìÅ ³œìË oë Œ oèìˆ Ÿ ö Æïí ƾ ä í ƾ Œ ½ ƒå ƾ z ìå o ƾåå n -84-
š e ³ š åž! z»z Îƒå Š Œ ½ šœå áùæï í z ³ çeº ö Œ í ƾœìõ³Æï Ë Œoë õõ ½ Œ žéˆ ³ ˆ Œ z Œ ½ƒ ³ˆ w ö Æï f ³ my3qæ ƾ â Æ ƒ žëf æ o z ƒ ³ «ˆ 310 f n 6 n 304 æ»! ïµ îe¼ Œ ½ Œ eœíšìˆå Åå oˆ ½ Œ z v ͼv v Œ p Æ Æï Å õáç ½ Œ z ˆ Œ ½ Œ i Œ³Œ z Œ84 Ç Œˆ304 27.6% izœ220 Ç Œˆ304 72.4% v ˆ v 0 10 ËŒ0 v 11 20 ËŒ45 Ç Œˆ 14.8% v 21 30 ËŒ244 Ç Œˆ 80.3% v 31 40 ËŒ13 Ç Œˆ 4.3% v 41 50 51 60 61 70 71 80 ˳ 0 ½ Œ ͼvˆ ͼv oñ ˳ 0 ͼv ÍËŒ12 Ç Œˆ 3.9% ͼv hn o¼ëœ228 Ç Œˆ 75% ͼv ½ ËŒ64 Ç Œˆ 21.1% ½ Œ v Œ ˆ Œ 20,000 ³Œ220 Ç Œ³72.4% Œ 20,001 40,000 ³Œ67 Ç Œ³22% Œ 40,001 60,000 ³Œ12 Ç Œ³3.9% Œ 60,001 80,000 ³Œ 9-85-
10 24 s 105! 1 Ç Œ³0.3% Ì 80,001 100,000 ³Œ4 Ç Œ³ 1.3% ½ Œ p ˆ p ³Œ202 Ç Œˆ³ 66.4% p ³Œ39 Ç Œˆ³12.8% p ³Œ55 Ç Œˆ³18.1% p ³Œ5 Ç Œˆ³1.6% p ³Œ3 Ç Œˆ³1% ½ ŒƒåÆ Æﳊ ˆ oˆ6 Œ³Œ3 Ç Œ³ 1% 6 Œ 1v ³Œ3 Ç Œ³1% 1 2v³Œ2 Ç Œ ³0.7% 2 3v³Œ6 Ç Œ³2% 3 5v³Œ34 Ç Œ³ 11.2% 5v ³Œ256 Ç Œ³84.2% ½ Œõ Œ í ƾ ³ ˆˆ 1 ³Œ35 Ç Œ³11.5% 2 3 ³Œ 78 Ç Œ³25.7% 4 5 ³Œ51 Ç Œ³16.8% Œ6 10 ³Œ56 Ç Œ³18.4% 11 20 ³Œ41 Ç Œ³13.5% 20 ³Œ43 Ç Œ³14.1% ½ Œõ ŒÆïí Òìù ˆ 500 ³Œ30 Ç Œ³9.9% 501~1000 ³Œ53 Ç Œ³17.4% 1001 2000 ³Œ45 Ç Œ³ 14.8% 2001 3,000 ³Œ32 Ç Œ³10.5% 3,001 4,000 ³Œ 26 Ç Œ³8.6% 4,001 5,000 ³Œ27 Ç Œ³8.9% 5,001 ³Œ91 Ç Œ³29.9% å e¼ Œ ½ Pearson½t ƒåæ¾ zñšœå ³ z ˆäá1 á1 ƾ z³ìå o ƾåå n z»zñšœå ³ ³ ³ ìå oñæ¾åå ˆ 0.161 0.270 Ìƾ z³n z»zñšœå ³ n ˆ 0.108Ñ 0.019-86-
11 š e ³ š åž! È 1 å e¼è éˆ ìå o ƾåå n z»z šœå ìå o (0.72) ƾåå 0.439* (0.82) n z 0.363* 0.395* (0.70)»z 0.326* 0.272* 0.496* (0.82) šœå 0.161* 0.270* 0.108 0.019 (0.91) æ n=304 *áºõ p=0.05 Ÿ ( ) Cronbach s α e¼ åæ¾ z ìå oñæ¾ååošœå Œ ³ z x owè ³Å ô õ ƾ zñšœå x õì èœ ½ƒç å ¾ È 2 µ} ñ e¼ β t ìå o 0.24 1.062 ƾåå 1.12* 3.931 n z 0.08 0.375»z -0.22-1.305 R-Square 0.07 F 6.54 æ *p <0.05 iá2º ƾ zñšœå ³ô Å º õ Ÿ F=6.539 p 0.05 åùî R-Square 0.07 ƾå åošœå ô ˆβ 1.12õp 0.05 Ÿ ƾåå ÑšœÅ Òi³Æ¾åå šœå ³³ ìå o n z»z Œõ Ÿ å2 Æ -87-
12 24 s 105! ¾ z ƾååošœÅ Œ x ¾ å1 ƾ z ìå oošœå Œ x å3 ƾ z n zo šœå Œ x å4 ƾ z»zošœå Œ x ³ ¾ y Õ! ƾ zñšœå ³ Åçˆ ½ å nå iá3º È 3 æ» È ½ å ½Å å1 ƾ z ìå oošœå Œ x ¾ å2 ƾ z ƾååošœÅ Œ x ¾ å3 ƾ z n zošœå Œ x ¾ å4 ƾ z»zošœå Œ x ¾ Å Œ ½Å å2 nå ¾ ºÓƾå åé Ëæ o ä oìˆ Œëohl d}³ìå Î õ Ëõ šœª} Ì å1 nå ¾ ºì å o šx šœå Ñ Chen Wigand, and Nilan 1999 ³ ½Åç ƒç Î ô ½ œìë šœå ³ ä ˆœìËy o ìå p œìë o ìå³ õ¼ Ì â ƒ í ƾƒ ³ìå ä澚³š œå ÌŒ ½ ƒå³ í ƾƒ ³Æ¾ìå o pˆœì Ëâ ³ƒ ìå ƒç õìå o šx šœ³å Ìn -88-
13 š e ³ š åž! z³ å3 nå ¾ õ Î h ä ³í Æ ¾ ³ tåƒ Æ¾n z n ù éœìë t ƒ ƒn ³{x äæ ³ Ј»zˆ å4 nå ¾ ƒç Î h ä ³í ƾ ³ tåä í Ëä Ðt³uÜÑo¹³ ˆ õáí Åu œìë~æ pæ Æ ä Œ»z Ј x šœå ³ Õ ) * Õ! ˆí ƾ³ õ œ Ìƾä«oˆ ËÌå åæïœìë³á ƒƒx á ³ Ä ùä³t ÌõõŒ ½Å å i ƾ z x œì볚œ Å g ä ƒ Å Å Ë õ澚³ ËÑ ôˆ«ƒå šœ Ž½á Š oðùãá œìë ä澚 ÓÎ šœ³ { ä o œ ìëùã äæ¾ Œ x y³šœå šœå x œì Ë v äæ¾³ ý Ä Œ ½Å wé ƒ Òi³Æ¾ åå o ƒ ò z ³í ¼í Î o ³ ÄÅ éœìë ò ƒ äæ¾³õ¼ õi Ì h z ³ ˆw éœìë y{ { äæ¾ í ƾ äƒ œìëšœå ~æú õ ³Æï á ƒ z ˆ ³ Î îœìë h ƒ ƾ é Ë Ðt ³ ƒ Æ ŠnŒ é ˳ ¾ «xå ÎhéœìË ò å ƾ õìg šœå ³! -89-
14 24 s 105! ) *Ö æ Õ! 1. ½éˆˆ ˆ«³ nëƒ Æ¾ z³ h ÌŒ ½ ìå o ƾåå n z»z äƒå wéxè ½ ƒä h ½ å Îx šœå ³Æ¾ z ½ Ðn 2. wéxè v é ƒåæ¾ zñšœå iæ í ƒ ¼v ìæ éˆ ƒå 3. Œ ½ ä ùoí ƾõá ½ eˆ ƾ½ ³t Œ ½Å Œyõ ˆ d}³æ¾ xè ½Ë æ ³ d³æ¾ õáƒå õ ¹æƾ z š œå Ñ d} 4. Œ ½ ƒ ˆ cross sectional ½õx šoˆ éˆ é õá å Œ ½Ë Lj o ½ longitudinal field studies у z³o n ½ controlled laboratory experiments èé ³µo -90-
15 š e ³ š åž! i! 1. Œ 2003 Ð hdh Æ õšœ o œìëóƒá Šh nìå ½¹gçˆ 2. ö Û 2000 ìåëo¼voæïí ½ ¾ õhn ¹gçˆ 3. o 2002 ƾ æ ìñœìë zoæïí x ½ ¾ hn À nä ½ gçˆ 4. n} 2003 í ƾååoÆïí x hn À n Ĺg Ío ¹gçˆ 5. ž z 1998 œìë Æïí ìå f}v íìœ Æï Ëá oæïí x ƒå ¾hnn ¾ õhnå À ¹gçˆ 6. Ö 2007 x Ö šœñ ½ ¾Ð hn ÀnĹgçˆ 7. wpò 2003 Æ õœ ¼v õšœå Ñõyçv ½ ¾ õhnà ¼n ½¹gçˆ 8. wìì 2007 ˆ½zÑºË o ˳ƾæ Ñá x Web2.0ƾŒ Šhn ½¹gçˆ 9. wåœ 2006 Æï Ö šœ oy ½ ¾Ð hn À n Ĺgçˆ 10. 2005 ƾ z z œìë z Œ ì o Æïíì ½ x ¾ hn À ¹g Ío ¹gçˆ 11. }y 2001 áû Ñšœ çƒåœìëoæïv ³ƒ v õ hn À ½¹gçˆ 12. Í 2003 ƾ zoœìë ä Ñíì x ¾Ð ¼ hn À ½¹gçˆ -91-
16 24 s 105! 13.ý y 2000 ƾ zoæïí ä ìå o x ½ ¾ hhn À ½¹gçˆ 14.Chen, H., Wigand, R.T. and Nilan, M.S. 1999. Optimal experience of Web activities. Computers in Human Behavior, 15(5): 585-608. 15.Csikszentmihalyi, M. 1975. Beyond boredom and anxiety. San Francisco: Jossey- Bass. 16.Donovan, R. J. & Rossiter, R. J. 1982. Store atmosphere: An environmental psychology approach. Journal of Retailing, 58(1): 34-57. 17.Ghani, A. J., & Deshpande, P. S. 1994. Task characteristics and the experience ofoptimal flow in human-computer interaction. The Journal of Psychology, 128(4): 381-391. 18.Hoffman, D. L. and Novak, T.P. 1996. Marketing in hypermedia computermediated environments: Conceptual foundations. Journal of Marketing, 60: 50-68. 19.Massimini, F., & Massimo, C. 1988. The systematic assessment of flow in daily experience. In M. Csikszentmihalyi, & I. S. Csikszentmihalyi., Optimal experience: Psychological studies of flow in consciousness. New York: Cambridge University Press. 20.Moneta, B. G. & Csikszentmihalyi, M. 1996. The effect of perceived challenges and skills on the quality of subjective experience. Journal of Personality, 64(2): 275-310. 21.Novak, P. T., & Hoffman, L. D. 1997. Measuring the flow experience among web users. Interval Research Corporation, July 31. Project 2000, Vanderbilt University. http://www2000.ogsm.vanderbilt.edu/. 22.Novak, P. T., Hoffman, D. L., & Yung, Y. F. 1998a. Modeling the structure of the flow experience among web users, Paper presented at INFORMS Marketing Science and the Internet Mini-Conference, MIT. 23.Novak, P. T., Hoffman, D. L., & Yung, Y. F. 1998b. Measuring the flow construct in online environments: A structural modeling approach. Unpublished manuscript. 24.Novak, T. P., Hoffman, D.L. & Yung, Y. F. 2000. Measuring the customer experience in online environments: A structural modeling approach. Marketing Science, 19(1): 22-42. -92-
17 š e ³ š åž! 25.Ranganathan, C. & Ganapathy, S. 2002. Key dimensions of business-to-consumer websites. Information & Management, 39: 457-465. 26.Rattanawicha, P. & Esichaikul, V. 2005. What makes websites trustworthy? A two-phase empirical study. Electronic Business, 3(2): 110-115. 27.Sicilia, M., Ruiz S., and Munuera, J. L. 2005. Effects of interactivity in a website: The moderating effect of need for cognition. Journal of Advertising, 34(3): 31-44. 28.Webster, J., & Martocchio, J. J. 1992. Microcomputer playfulness: Development of a measure with workplace implications. MIS Quarterly, 16(2): 201-226. 29.Webster, J., Trevino, K. L., & Ryan, L. 1993. The dimensionality and correlates offlow in human-computer interactions. Computers in Human Behavior, 9(4): 411-426. 30.Yoo, C. W., Sanders, G. L., & Moon, J. H. 2013. Exploring the effect of e-wom participation on e-loyalty in e-commerce. Decision Support Systems, 55(3): 669-678. 31.Yoon S. J. 2002. The antecedents and consequence of trust in online-purchase decisions. Journal of Interactive Marketing, Spring: 47-63. -93-
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