本研究的目的是瞭解網頁型態對不同資訊處理類型瀏覽者之態度和意圖的影響。以三個虛擬的旅遊景點介紹網頁來進行實驗，分別是文字網頁、圖片網頁、文字和圖片組合網頁。本研究以大學生為受試對象，以線上問卷進行資料收集，再以SPSS 14來完成各項統計分析工作。研究結果如下：第一、當旅遊網頁以文字呈現時，高、低認知需求者在對網頁的態度上無顯著差異；當網頁以圖片呈現時，無論高、低認知需求者對網頁態度均呈現較低水準，且兩者無顯著差異。第二、當旅遊網頁以圖片呈現時，高情感偏好者比低情感偏好者在對網頁的態度上呈現較高水準；當網頁以文字呈現時，無論高、低情感偏好者對網頁態度均呈現較低水準，且兩者無顯著差異。第三、當旅遊網頁以文字和圖片組合時，同時是高認知需求、高情感偏好者在對網頁的態度上與其他群體有顯著差異，顯現出較高的水準。最後，對網頁的態度和旅遊意圖之間呈現正相關，前者對後者有顯著的影響，亦即對網頁的態度有較高水準時，會有較高的旅遊意圖。

The purpose of this study is to investigate the influence of different types of web page design on browsers' attitudes, figure out if the information processing styles play the moderating roles, and examine the relationship between attitude towards the web page and visit intention. Three web pages are designed specially for this research. They are created in different types, words only, pictures only, and combination of words and pictures. Respondents are undergraduate students, and answer questionnaires online. SPSS 14 is used to perform statistical analyses. Principal findings are summarized as follows. First, there is no significant difference between high and low NFC individuals about attitude towards the web page when the tourism web page presents in words (all-verbal) design. However, when the web page is only composed of pictures without any written description, NFC individuals, without respect to high or low NFC, show much lower level of attitude towards the web page and no differences appear between them. Second, the statistical analysis shows a higher level of attitude towards the web page is associated to high PFA individuals, compared with low PFA individuals, when the tourism web page presents in pictures (all-visual) design. When the tourism web page presents in words design, high and low PFA individuals show much lower level of attitude towards the web page and no differences appear between them. Third, we find that individuals with high NFC and high PFA are significantly different from the other groups when the tourism web page presents in combination (words and pictures) design. They show higher level of attitude towards the web page, compared with the other processor groups. Lastly, result shows that there is a positive correlation between attitude towards the web page and visit intention. Attitude towards the web page has a significant impact on visit intention, namely, higher level of Awp, then higher level of VI.

CHAPTER 1 INTRODUCTION 1
1.1 BACKGROUND 1
1.2 RESEARCH MOTIVE AND OBJECTIVES 3
CHAPTER 2 LITERATURE REVIEW 7
2.1 WEB PAGE DESIGN 7
2.1.1 Dimensions of web page design 7
2.1.2 Research on web page design 10
2.2 INFORMATION PROCESSING STYLES 13
2.3 WEBSITE EFFECTIVENESS 21
2.3.1 Attitude towards the Web page 22
2.3.2 Visit intention 26
CHAPTER 3 RESEARCH METHOD 28
3.1 RESEARCH FRAMEWORK 28
3.2 STIMULUS MATERIALS—WEB PAGES 30
3.3 MEASURES 31
3.4 PRETEST 34
3.5 PROCEDURE 36
3.6 DATA ANALYSIS 37
CHAPTER 4 DATA ANALYSIS AND RESULTS 38
4.1 SAMPLE ANALYSIS 38
4.2 TEST OF HYPOTHESIS 43
CHAPTER 5 CONCLUSION 62
5.1 RESEARCH CONCLUSION AND DISCUSSION 62
5.2 THEORETICAL AND PRACTICAL IMPLICATIONS 65
5.3 RESEARCH LIMITATIONS AND SUGGESTIONS FOR FUTURE RESEARCH 67
5.3.1 Limitations 67
5.3.2 Future Research 67
REFERENCES 69
APPENDIX 1 QUESTIONNAIRE A 79
APPENDIX 2 TESTED WEB PAGES OF QUESTIONNAIRE B AND C 85

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