Synthetic and spectral studies have been performed for a family of electron donor-acceptor (D-A) quinoxaline derivatives possessing an aromatic amine as an electron donor. A photophysical behaviour of the compounds with an internal degree of freedom for internal D-A rotation and their rigid analogues with a fixed planar conformation appears to be very similar. Electronic transition dipole moments related to the charge-transfer (CT) absorption and fluorescence are determined by both the direct interactions between the (CT)-C-1 and ground states and by the contributions from the locally excited configurations. The radiative properties of the D-A systems under study can be explained in terms of the simple model which assumes that the electronic coupling elements are mainly determined by the interactions between the atoms forming the A-D bond.