根據中國大陸商務部、中央網信辦、發展改革委員會三部門聯合發布的《十四五電子商務發展規劃》中指出，預計至2025年，全中國大陸電子商務交易額將達到46萬億元。伴隨著Covid-19疫情常態化防控的社會背景下，電子商務平臺競爭越發激烈，如何營造一個良好的使用者介面及虛擬購物空間，已成為電子商務經驗業者爭搶消費者客流的關鍵。
目前對於電子商務平臺空間營造之虛擬氛圍尚未被廣泛討論，而目前已有之研究較多集中在過去多以討論網頁導航之易用性、網頁資訊性等，而針對內容方面之研究，以虛擬社群氛圍為主。電子商務平臺氛圍塑造是透過使用者介面（User Interface, UI）與消費者進行互動的，而這一設計的目的是為影響使用者經驗（User Experience, UX）,讓消費者在購物的過程中形成一個良好的購物體驗，進一步促成消費者産生較好的消費行為與態度。
本研究以電子商務平臺虛擬氛圍為研究背景，採2（網站主色調：暖色調 VS.冷色調）x 3（網站背景音樂：快節奏 VS. 慢節奏 VS. 無音樂）的二因子組間實驗設計，探討三者在寵物購物網站的環境下，對於消費者行為及態度的影響以及感知價值、契合度及信任度在自變項（網站主色調、網站背景音樂）與依變項（用戶滿意度、購買意願、口碑推薦意願）是否存在中介效應。最後透過數據分析結果，提出針對電子商務平臺虛擬氛圍之空間塑造設計參考意見。

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