本計畫的目的是從環境因子－背景音樂的角度，探討消費者在購物網站中之行為反應，並以喚起作為整個研究推論的軸心理論。本計畫總共包含三個重點，首先是探討背景音樂之速度如何影響消費者的喚起程度，以及喚起程度對網頁瀏覽時間及網站態度之影響，並認為當消費者處在撥放輕快背景音樂的網站中，其喚起程度較高，且撥放輕快的背景音樂可獲得較高的網站態度評估，但撥放緩慢的背景音樂會讓消費者在網站中停留更長的時間。第二個重點是欲瞭解網站型態對喚起與態度間之關係是否存在調節作用，據此，本計畫是將購物網站分為功利型與享樂型兩種網站型態，並認為功利型商品網站較不適合撥放背景音樂，但若欲撥放音樂時，緩慢的背景音樂會更加，但對享樂型商品網站中的結論則相反。由於本計畫認為享樂型網站比起功利型網站更適合撥放背景音樂，因此本計畫最後欲探討的重點是聚焦在享樂型態網站之討論，試圖瞭解在享樂型購物網站中，背景音樂如何增強妥協與吸引效應的發生，並認為消費者在輕快的背景音樂下，由於高喚起會減少認知處理能力，因而更容易受到脈絡效應的影響而在選擇的決策上產生妥協與吸引效應。為了驗證上述之觀點，本計畫採用實驗室實驗法，操弄網站之背景音樂的速度（輕快與緩慢）、購物網站的屬性（功利屬性與享樂屬性），以及背景音樂之有無，此外，為了確認妥協與吸引效應是否發生，本計畫分別針對兩個效應各設置兩種商品組合，因此共有12個實驗情境，整個實驗過程中將透過生理回饋儀－膚電反應（GSR）觀察受試者的喚起程度。不同於過去研究以自我報告方式衡量喚起程度，膚電反應是以心理生理指標測量個體在接受刺激物當下的生理反應，是較為客觀且直接的方式。
The purpose of this study is based on arousal theory to discuss how background music of online shopping website influence consumer’s responses and behavior. This study includes three key points. The first is to discuss how background music tempo affects consumer’s arousal state, browsing time and attitude toward a website. This study proposed that consumer in a website with fast tempo background music has higher arousal level, shorter browsing time but better attitude toward a website than in a website with slow tempo music. The second point is to understand whether a website attribute moderate the relationship between arousal and attitude. Thus, this study divides shopping website into hedonic and utilitarian attributes and suggested that a utilitarian website does not appropriate to have background music, but slow tempo music is better if website with background music. However, a hedonic website has the opposite conclusion. Because this study considers a hedonic website is more suitable for playing background music than a utilitarian website, the third key point of this study is focused on a hedonic website and discusses how background music enhance attraction effect and compromise effect in a hedonic website. To verify the hypotheses, a laboratory experiment method was used to manipulate background music tempo of website (fast and slow) and website attribute (utilitarian and hedonic). Dependent variables such as arousal, attitude, browsing time and attraction/compromise effect will be measured in this study. Especially, instead of using self-report to measure arousal level, this study uses Galvanic Skin Response (GSR) device to measure physiological responses; this is more objective and direct way to detect change in natural reaction.
