- 學位論文
泰國Shopee與Lazada行動應用程式介面使用者體驗之比較
The Comparison of User Experience on Mobile Application Interface between Shopee and Lazada in Thailand
摘要
本研究調查了泰國消費者對電子商務領域使用者介面設計的細微差別偏好，主要比較Shopee 和 Lazada 行動應用程式。 本研究旨在找出影響使用者滿意度和偏好的關鍵因素，特別強調性別作為潛在控制變數的作用。 本研究設計目的是透過問卷調查使用者回饋來探索使用者對各種介面設計元素的看法。 本研究樣本採用泰國消費者的問卷回饋，提供了有關他們在使用 Shopee 和 Lazada 應用程式時的偏好、使用模式和感知體驗的寶貴見解。 初步調查結果表明，泰國消費者對 Shopee 表現出明顯的偏好，這在很大程度上歸因於其使用者介面元素。 此外，該研究表明性別是影響用戶滿意度的潛在因素，特別是 Shopee 和 Lazada 介面設計。這項研究對電子商務平台內使用者介面設計和消費者行為的不斷發展做出了重大貢獻。 本研究結果對於想要優化泰國市場用戶參與度和體驗的企業具有特別價值。 此外，本研究的結果也為未來的研究工作奠定了堅實的基礎，促進了對電子商務介面背景下的使用者行為有更深入的理解。
並列摘要
This study investigates the nuanced preferences of Thai consumers regarding user interface design within the e-commerce landscape, focusing on Shopee and Lazada mobile applications. The research aims to discern the key factors influencing user satisfaction and preferences, with a specific emphasis on the role of gender as a potential moderating variable. Employing surveys and user feedback, the research design aims to explore user perceptions regarding various interface design elements. A sample of Thai consumers participated, providing valuable insights into their preferences, usage patterns, and perceived experiences while engaging with Shopee and Lazada applications. Preliminary findings suggest a marked preference among Thai consumers for Shopee, largely attributed to its user interface elements. Moreover, the study indicates gender as a potential moderator influencing user satisfaction both with Shopee's interface design.This research significantly contributes to the evolving realm of user interface design and consumer behavior within e-commerce platforms. Its insights hold particular value for businesses aiming to optimize user engagement and experience in the Thai market. Furthermore, the study's outcomes lay a strong foundation for future research endeavors, fostering a deeper comprehension of user behavior within the context of e-commerce interfaces.