在現今社會中，消費者對於等待得容忍度越來越低，由於「等待」所引起的負面因子更是影響消費者評估整理服務表現的重要因子。網路使用人口持續成長的狀況下，如何降低消費者等待時所帶來的負面情緒、時間知覺及等待感受成為一大重要議題之ㄧ。
本實驗以實驗法進行，藉由圖像的趣味程度、圖像速度的呈現、音樂速度的呈現在不同目的下對情緒反應、等待時間感受與時間知覺的影響。研究結果發現：

1.圖像趣味程度會影響情緒反應、時間知覺及等待時間感受。圖像趣味程度越高讓等待者的情緒反應較佳、時間感受較快與時間知覺較短；圖像趣味程度越低則讓等待者的情緒反應較差、時間感受較久且時間知覺較長。
2.圖像速度的呈現及音樂速度的呈現會影響情緒反應、時間知覺及等待時間感受。在「先慢後快」時，讓等待者的情緒反應較佳、時間感受較快與時間知覺較短；在「先快後慢」時，讓等待者的情緒反應較差、時間感受較久且時間知覺較長；在「速度一致」時，則等待者的情緒反應、時間感受及時間知覺介於另外兩者之間。
3.圖像趣味程度的高低與等待目的會對等待感受產生交互作影響。
4.圖像速度的呈現與等待目的會對等待感受產生交互作影響。
5.音樂速度的呈現與等待目的會對等待感受產生交互作影響。

Today, consumers have low patience for waiting. These waiting experiences are typically negative and have been known to affect customers’ overall satisfaction with the product or service. The user of the Internet are growing fast, one of important things is how to reduce the negative emotions, time perception, and the feeling of waiting time.
In a series of experiments, we manipulate the interesting of image, velocity of image, and velocity of music to induce more or less feeling states. These feeling states are including time perception, affective responses, and the feeling of waiting time.
This paper would like to show that：

1. The interesting of image has significantly effect on the subjects’ time perception, affective responses, and the feeling of waiting time.
2. The velocity of image has significantly effect on the subjects’ time perception, affective responses, and the feeling of waiting time.
3. The velocity of music has significantly effect on the subjects’ time perception, affective responses, and the feeling of waiting time.
4. The interesting of image and waiting purpose are interaction in the feeling of waiting time.
5. The velocity of image and waiting purpose are interaction in the feeling of waiting time.
6. The velocity of music and waiting purpose are interaction in the feeling of waiting time.

一、中文部分(依筆畫排列)
1.丁漢清(2014)著，電視廣告視覺注意研究，華藝學術出版。
2.王健民(1992)，音樂、情緒購買涉入與購買行為之研究-實地實驗研究，私立中原大學企業管理研究所 碩士論文。
3.王學華(2008)著，健康提示：學會清除情緒垃圾，光明日報，<http://big5.gov.cn/gate/big5/www.gov.cn/fwxx/jk/2008-07/01/content_1032094.htm>。
4.李曜洲(1999)，www等待情境︰圖像速度認知、音樂與參考點對情緒反應及時間知覺的影響，國立中央大學企業管理研究所 碩士論文。
5.林建煌(2013)著，消費者行為，第四版，華泰文化出版社。
6.林祖得(1997)，以實驗室實驗法探討等待對網際網路服務評估之影響/以www網路購物站台為例，國立中央大學企業管理研究所 碩士論文。
7.許惠珠(1992)，音樂對廣告效過影響之研究，國立台灣大學商學研究所 碩士論文。
8.陳彥青(2011)著，資安面面觀，電子郵件 安全停、看、聽，<http://www.merit-times.com.tw/NewsPage.aspx?unid=245916>。
9.資通訊產業聯盟(2013)，塞爆了！舒緩網路塞車，<http://www.fbblife.com.tw/03791506/article/content.aspx?ArticleID=1401>。
10.薛仲奇(1998)，等待資訊呈現方式、參考點與填補機制對情緒反應及時間知覺的影響，國立中央大學企業管理研究所碩士論文。
11.韓進之；陳月清(1987)合譯，Lyle E Bourne Jr. and Bruce R Ekstrand原著，普通心理學，五洲出版社。
12.韓叢耀(2008)著，圖像：一種後符號學的再發現，南京大學出版社。

二、英文部分
1.Bitner, M. J. (1990), “Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Respones,” Journal of Marketing, 54 (April), 69-82.
2.Dube-Rioux, Laurette, Bernd H. Schmitt, and France Lecelerc (1989), “Consumer’s Reactions to Waiting: When Delays Affect the Perception of Service Quality,” in Advances in Consumer Research, Vol.16, T. Srull, ed. Provo, UT: Association for Consumer Research, 59-63.
3.Fraisse, P. (1984), Perception and Estimation of Time, Annual Review of Psychology, 35, 1-36.
4.Frankenhauser, M. (1959), Estimation of Time, Stockholm: Almquist & Wiksell.
5.Gardner, Mery Paila (1985), ”Mood States and Consumer Behavior,” Journal of Consuner Research, 12 (December), 281-300.
6.Gorn, G. J., Glodberg, M. E., and Basu, K. (1993), “Mood, Awareness, and Product Evaluation,” Journal of Consumer Psychology, 2, 237-256.
7.Hui, Michael K. and David K. Tse (1996), “What to Tell Consumers in Waits of Different Lengths: An Integrative Model of Service Evaluation,” Journal of Marketing, 60(April), 81-90.
8.Hornik, J. (1992), “Time Estimation and Orientation Mediated by Transient Mood,” The Journal of Socio-Economics, 21, 209-227
9.Hornik, J. and M. J. Schlinger (1981), “Allocation of Time to The Mass Media,” Journal of Consumer Research, 8(4), 343-356.
10.Holbrook, Morris B. and Punam Anand (1988), “Aims, Concepts, and Methods in Marketing Research on Consumer Esthetics:The Effects of Tempo on Perceptual and Affective Responses to Music,” unpublished working paper.
11.Lieberman, Alicia F., Mary C. Blehar, and Mary D. Salter Ainsworth (1977),“Early Face-to-Face Interaction and Its Relation to Later Infant-Mother Attachment,” Society for Research in Child Development, 48, 182-194.
12.Mason, R. O. and I. I. Mitroff (1973), “A Program for Research on Management Information Systems,” Management Science, January, 457.
13.Maister, David H. (1985), “The Psychology of Waiting Lines,” in The Service Encounter: Managing Employee/Customer Interaction in Service Business, John A. Czepiel, Michael R. Solomon and Carol F. Suprenant. Eds. Lexington. MA: Lexington Books, 113-123.
14.Milliman, Ronald E. (1986). The Influence of Background Music on the Behavior of Restaurant Patrons. Journal of Consumer Research, 13(2), 286-289.
15.Manfred, Clynes (1982), “Specific Human Emotions Are Psychobiologic Entities: Psychobiologic Coherence Between Emotion and It Dynamic Experssion, ”Behavioral and Brain Sciences, 5 (September), 424,425.
16.Miniard, P., Bhatla, S., and Sirdeshmukh, D. (1992), “Mood as Determinant of Postconsumption Product Evaluation: Mood Effects and Their Dependency on the Affective Intensity of the Consumption Experience,” Journal of Consumer Psychology, 1 (2), 173-195.
17.Mehbrbian, A. and J. A. Russell (1974), An Approach to Environment Psychology,” Cambridge, MA: MIT Press.
18.Mowen, John C. & Michael Minor (2001), Consumer Behavior: A Framework, Upper Saddle River, New Jersey: Prentice-Hall, Inc
19.Moon, J. W. and Y. G. Kim (2001), “Extending the TAM for a World-Wide-Web Context,” Information and Management, 38(4), 217-230.
20.Plutchik, Robert(1980), Emotion: A Psychoevolutionary Synthesis, New York: Harper and Row.
21.Priestly, J. B. (1968), Man and Time, New York: Dell.
22.Russel, J. A.(1980), “A Circumplex Model of Affect,” Journal of Personality and Social Psychology, 39, 1281-1288.
23.Scotland, Randy (1991), ”Consumer Service: A Waiting Game,” Marketing (March 11), 1-3.
24.Srull, T. (1983), ”Affect and Memory The Impact of Affective Reactions in Advertising on the Representation of Product Information in Memory,” in Advances in Consumer Research, 10, Richard Bagozzi and Alice Tybout, Eds., Ann Arbor, MI: Association for Consumer Research, 520-525.
25.Seidman,Staven A(1981), “On the Contribution of Music to Media Productions,”Educational Communication and Technology Journal,29(spring),49-61.
26.Taylor, Shirley (1994), “Waiting for Service: The Relationship between Delays and Evaluations of Service.” Journal of Marketing, 58(April), 56-69.
27.Taylor, Shirley (1995), “The Effects of Filled Waiting Time and Service Provider Control over the Delay on Evaluations of Service,” Journal of the Academy of Marketing Science, 23(1), 38-48.
28.Thomas, E. A. and W. B. Weaver (1975), Cognitive Processing and Time Perception, Perception and Psychophysics, 27, 363-367.
29.Vinovich, Geoge S. (1975), “The Communicative Significance of Musical Affect in Eliciting Differential Perception, Cognition, and Emotion in sound-Motion Media Messages,” unpublished doctoral dissertation, University of Southern California.
30.Zakay, D. and J. Hornik (1991), “How Much Time Did You Wait in Line？A Time Perception Perspective,” In Jean-Charles Chebat and V. Venkatesan, (eds.), Time and Consumer Behavior, Montreal: Universite du Q uebec a Montreal.