臺灣博碩士論文加值系統

在線上購物的消費行為研究中，衝動性購買與使用者介面設計是熱門的議題之一，如何有效安排行銷訊息與購物環境，刺激消費者產生不可抗拒的購買趨動力，進而影響最終購買決策是行銷研究之重點。鑒於時下智慧型行動裝置的興盛，行動購物應用程式的使用逐漸被消費者接受，使得愈來愈多的業者開始開發行動購物應用程式，以期增加銷售管道創造更大收益。而就消費行為而言，消費者會因為外在環境的刺激影響，引發內在心理的特殊情感回應，最後產生衝動性購買意圖。藉此本研究針對行動購物應用程式的「介面複雜性」與「介面順序性」，提出四個因素構面，分別包括：視覺特性、視覺豐富度、導覽性、編排性，在手機硬體特性「螢幕尺寸」，提出兩個因素構面，包括：小螢幕、大螢幕，根據這些因素構面設計十二種行動購物應用程式介面，檢定程式介面是否顯著影響「愉悅」與「激發」情感回應，以及不同情感對「衝動性購買意圖」之影響。本研究結果發現，行動購物應用程式介面複雜性與順序性，對愉悅與激發情感回應的個別影響上無顯著關係，螢幕尺寸的介面複雜性與順序性對情感回應沒有顯著交互影響效果，行動購物應用程式介面所引發之愉悅情感與衝動性購買意圖，被證實具有正向顯著相關，而激發情感與衝動性購買意圖，則無顯著影響關係。本研究成果能提供參考建議，讓有意開發行動購物應用程式的設計者，能更瞭解介面特性與情感狀態對消費者的衝動性購買之影響，發展出更能誘發消費者衝動性購買的行動介面。

In the studies on consumer behavior of online shopping, impulse buying and user interface are one of the popular issues. How to effectively arrange marketing messages and shopping environment to stimulate consumers to develop the irresistible driving force of shopping and further affect their final shopping decision making is the focus of this marketing study. With the rise of mobile device of smart phones, the use of mobile shopping application has been gradually accepted by consumers. Therefore, more and more operators have started to develop online shopping application in order to increase sales channels and create greater revenue. In terms of consumer behavior, the stimulation and influence of external environment will trigger consumers’ specific internal and psychological emotional responses and eventually develop impulse buying intention. This study proposed the four dimensions for the “interface complexity” and “interface order” of mobile shopping application, including visual characteristics, visual richness, navigation and layout. In terms of “screen size” of hardware characteristic of smart phones, this study proposed two dimensions, including small screen and large screen. Twelve kinds of mobile shopping application interfaces were designed according to these dimensions to test whether the program interface affects the emotional responses of “pleasure” and “arousal,” as well as to understand the effect of different emotions on “impulse buying intention.” The research results showed that the interface complexity and order of mobile shopping application do not have a significant effect on individual emotional responses of pleasure and arousal. There is no significant correlation between the interface complexity/order and screen size. The significant positive correlation between the emotional response of pleasure and impulse buying intention induced by mobile shopping application is verified. However, there is no significant correlation between emotional response of arousal and impulse buying intention. The research results can be provided as reference for the designers who intend to develop mobile shopping application to better understand the effects of interface characteristics and emotional responses on consumers’ impulse buying, as well as to develop the mobile interface which can better trigger consumers’ impulse buying.

摘　要 I
ABSTRACT II
誌謝 III
目　次 IV
表目錄 VII
圖目錄 IX
第一章　緒論 1
1.1　研究背景 1
1.2　研究動機與目的 2
1.3　章節架構 4
1.4　研究流程 5
第二章　文獻探討 6
2.1　行動產業之發展現況 6
2.2　行動商務 8
2.3　使用者介面 11
2.3.1　圖形化使用者介面 11
2.3.2　行動應用使用者介面 13
2.4　視覺設計特徵：介面複雜性與順序性 16
2.5　衝動性購買 19
第三章　研究方法 24
3.1　研究架構 24
3.2　研究假設 26
3.3　研究變項與操作定義 31
3.3.1　自變項：複雜性 31
3.3.2　自變項：順序性 32
3.3.3　自變項：螢幕尺寸 34
3.3.4　依變項：愉悅 35
3.3.5　依變項：激發 36
3.3.6　依變項：衝動性購買 37
3.4　前測問卷 39
3.4.1　抽樣 39
3.4.2　受測者 39
3.4.3　施測方法 39
3.4.4　前測信度結果 40
3.4.5　前測效度結果 41
3.4.6　內容效度分析 41
3.4.7　建構效度分析 41
3.5　正式問卷 44
3.5.1　抽樣方法 44
3.5.2　實驗設計 45
第四章　資料分析 46
4.1　資料背景 46
4.2　研究假設與結果 47
4.2.1　複雜性對情感回應顯著性檢定 48
4.2.2　順序性對情感回應顯著性檢定 50
4.2.3　複雜性與順序性之交互影響檢定 52
4.2.4　螢幕尺寸與複雜性之交互影響檢定 55
4.2.5　螢幕尺寸與順序性之交互影響檢定 59
4.2.6　螢幕尺寸與複雜性順序性之交互影響檢定 63
4.2.7　愉悅與激發對衝動性購買之相關影響檢定 66
第五章　結果與討論 70
5.1　整體研究結果 70
5.2　複雜性與順序性對情感回應 71
5.3　螢幕尺寸之複雜性與順序性對情感回應 73
5.4　情感回應對衝動性購買 74
第六章　結論 77
6.1　研究結論 77
6.2　未來發展與建議 78
6.2.1　改良施測方法 78
6.2.2　擴大抽樣對象 79
6.2.3　延伸應用範圍 79
6.2.4　其他研究方法 80
6.3　研究限制 80
6.3.1　抽樣限制 80
6.3.2　施測限制 81
6.3.3　量表限制 81
參考文獻 82
附錄A 90
附錄B 92
附錄C 98

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