中文摘要：

随着智能化信息时代的来临，各类可穿戴设备正成为电子商务网站上的热销商品。网站界面是呈现商品信息的主要媒介，其设计效果对消费者购买意愿具有重要影响。本文应用精细加工可能性模型（ELM）和媒介丰富度理论（MRT）研究网站界面设计对消费者购买可穿戴设备意愿的影响，采用实验法和问卷调查法进行实证研究。研究结果表明：网站界面的信息丰富度对消费者理解商品和感知网站质量具有正向影响；消费者对商品的理解和网站质量的感知与其最终购买意愿具有显著正相关性；消费者对网站界面的质量感知和对商品的理解受到价格调节作用的影响。

英文摘要：

With the advent of intelligent information age, all kinds of wearable equipments are becoming hot commodity on e-commerce websites. As the main medium to show commodity information, the design effect of web interface has a significant impact on the consumers＇ purchase intention. Based on Elaboration Likelihood Model （ELM） and Media Richness Theory （MRT）, this paper aims at the research of the influence of web interface design on consumers＇ intention to purchase wearable equipment, and collects data by the experimental method and questionnaire surveys. The results show that the information richness of the web in- terface has a positive effect on the consumers＇ product understanding and perception of the website design; product understanding and perception of the website design have significant influence on consumers＇ pur- chase intention; price has a significant moderating effect to the relationship between web interface and consumers＇ perception of website design and product understanding.