現在資訊技術的成熟及網際網路的迅速發展，促使電子商務的應用快速成長，網路購物是B2C 最常見到的交易行為之一，在線上購物的環境當中也能減少許多成本和時間。隨著網際網路的蓬勃發展下，線上購物已成為現代人不可或缺的一種購物模式。為了提升消費者對網站的態度、信任或購買意圖，過去已有許多學者投入網站設計的相關研究，但大多著重在消費者知覺網站品質等各項影響因素去作探討，忽略了視覺元素也是影響購物行為的重要因素。視覺元素中，色彩是對視覺最大的影響因素，且根據過去研究已知，色彩會影響消費者的行為。本研究是以生理資訊儀器去測量，分別從高喚起(紅)與低喚起(藍)兩種色調探討對選擇偏誤的影響。選擇偏誤則是從吸引效應與妥協效應兩個面向進行衡量。本研究採用實驗室實驗法，模擬購物網站並操弄網站背景色彩，以及設計選擇偏誤的商品選項。實驗共有94名成功受試者，研究結果發現背景顏色使用紅色色調所刺激的喚起顯著高於藍色色調背景所刺激的喚起，且瀏覽紅色色調背景顏色購物網站的選擇偏誤顯著高於藍色色調背景顏色的購物網站。最後研究之結果可提供網站業者或商品業者在產品銷售手段上的實務建議。
Now that the maturity of information technology and the rapid development of the In-ternet have led to the rapid growth of e-commerce applications, online shopping is one of the most common B2C transactions. Online shopping environments can also re-duce many costs and time. With the vigorous development of the Internet, online shop-ping has become an indispensable shopping mode for modern people. In order to in-crease consumer attitudes, trust, or purchase intentions of the website, many scholars have in-vested in related research on website design in the past, but most of them focus on var-ious factors such as the quality of consumer perception websites, ignoring the visual el-ements and also influencing them. Important factors for shopping behavior. Among the visual elements, color is the biggest factor in the visual impact, and accord-ing to past studies, color affects consumer behavior. This study use physiological information in-struments to measure the impact of selection bias from the two colors of high arousal (red) and low arousal (blue). Choice bias is measured from the two aspects of attracting bias and compromising bias. In this study, laboratory experiments were used to simulate shopping websites and manipulate the background color of the website, as well as de-sign choice biased product options. With collected 94 successful subjects in the experi-ment. The results of the study found that the background color was evoked with a red tone evoked significantly higher than the blue tone background evoked arousal, and browsing the red tone background color shopping site selection bias was significantly higher than blue Color background shopping website. The results of the last study can provide practical advice on the means of product sales for website operators or com-modity companies.
