隨著網際網路的興起，消費者的認知與決策模式已成為網路行銷中重要課題。本研究採用線性結構模式來衡量研究變數之關係，並發展一整體模式，探討享樂性與實用性的網路特徵、消費者體驗知覺與認知知覺、體驗價值與體驗品質、與購買意圖等構念之間的關係。本研究挑選了20個化妝品網頁與20個旅遊網頁。隨機指派受訪者連結與閱讀其中一個網頁，並直接在網路上填寫問卷。根據結構方程模式之結果，在享樂知覺方面，網站特徵顯著且正向地影響體驗知覺與體驗價值，再者，體驗知覺亦顯著地影響體驗價值。另一方面，在實用知覺方面，網站特徵會顯著地影響對於網站或產品的認知知覺，而認知知覺則會影響消費者對於網站或產品的品質認知。此外，體驗價值與體驗品質之間存在顯著的關連性；兩者亦同時會影響購買意圖。根據變異數分析之結果，知覺到網站具有高實用性與高享樂性之特徵的消費者，相較於知覺到網站具有低實用性與低享用性之特徵的消費者，在體驗知覺、認知知覺、體驗價值與體驗品質等各方面均有較高的得分。其次，知覺到網站具有高實用性與低享樂性特徵之消費者，則僅在認知知覺與體驗品質上有較高的得分。

Both thinking and feeling decision making modes that are conceived as independent systems are involved in this article and are examined for website consumption. Specifically, this article attempted to develop a comprehensive model to identify the interrelationship among hedonic and utilitarian website characteristics, consumer's experiential and cognitive perceptions, perceived experiential value and quality, and purchasing intention. This article packs up 40 websites which include 20 cosmetics and 20 hotel websites. Participants were randomly assigned to link and read one of the 40 websites, and then were asked to fill in a questionnaire on Internet. Finally, 422 usable questionnaires were collected, 224 form cosmetics and 198 from hotel Websites. In order to assess the hypothesized relationships, the structural equation model (SEM) was employed using AMOS 4.0 to investigate the relationship among research variables. Additionally, cluster analysis by K-means method was adopted to divide the participants into four groups based on two levels of utilitarian website environment and two levels of hedonic website environment. ANOVA was used to evaluate the differences on each research variables among these groups. According to the results of SEM, it is suggested that the level of hedonic characteristics of website significantly and positively impacts experiential perception and experiential value, and the level of experiential perception also significantly influences on experiential value. On the other hand, website with utilitarian characteristics will impact a customer's cognitive perception toward websites/products, which in turn influences the perception of website/product quality. In addition, perceived quality was also significantly related to experiential value. Purchasing intention was influenced by experiential value and perceived quality. According to the results of ANOVA, respondents perceiving high utilitarian/high hedonic websites tend to perceive significant higher scores on experiential perceptions, cognitive perception, experiential value, and perceived quality, than respondents perceiving low utilitarian/low hedonic websites. Respondents perceiving high utilitarian/low hedonic website environment tend to perceive significantly higher scores only on cognitive perception and perceived quality.