行動網站視覺美學對知覺價值與購買意願之關聯性探討－以UNIQLO為例

隨著資訊科技之快速發展，近年來行動裝置普及和行動上網環境的成熟逐漸地影響了消費者的消費型態，也使行動商務之市場規模日益龐大，行動商務已和大眾生活密不可分，越來越多人透過行動購物進行消費，而根據MIC在2020年調查消費者使用行動裝置購物之前五大品項，服飾配件為行動裝置購物之第三大品項。此外，行動購物之介面是企業與消費者溝通之媒介，而已有研究已證明網頁美學顯著影響消費者的購物行為。本研究主要探討UNIQLO行動網站視覺美學之設計因素(簡單性、視覺多元性、可用性)對知覺價值及購買意願之影響，並加入美感生活型態、衝動性特質當干擾效果。目的是要探討不同美感生活型態在知覺價值與購買意願之關係上是否有所差異；而衝動性特質程度的不同在行動網站視覺美學與購買意願之關係上是否有所差異。採用網路問卷方式進行調查，研究樣本對象為19-39歲使用過UNIQLO行動網站之年輕族群，正是問卷樣本數共213份，並將回收之樣本運用PLS-SEM進行分析。研究結果指出在購物過程中行動網站視覺美學之三個構面簡單性、視覺多元性、可用性皆會對知覺價值有正向顯著影響；知覺價值對購買意願有正向顯著影響；美感生活型態之藝術美感家相較於時尚奢華家對於知覺價值與購買意願之關係上有較大之干擾效果。因此，本研究結果可提供相關產業、政府以及學術界後續研究之建議。

關鍵字

行動網站視覺美學；知覺價值；購買意願；美感生活型態；衝動性特質

並列摘要

With the rapid development of information technology, the popularity of mobile devices and the maturity of the mobile Internet environment in recent years have gradually affected the consumption patterns of consumers, and the market for mobile commerce has become increasingly large. Mobile commerce has become inseparable from people’s lives—More and more people are shopping through mobile shopping. According to the MIC survey in 2020, consumers use mobile devices to shop the top five items, and clothing accessories are the third most important item for mobile device shopping. In addition, the interface of mobile shopping is the medium of communication between industry and consumers, and existing studies have proven that web aesthetics significantly affect consumers' shopping behavior. This research mainly explores the influence of UNIQLO mobile website visual aesthetics design factors (simplicity, diversity, usability) on perceived value and purchase intention and adds aesthetic lifestyle and impulsive characteristics as interference effects. The purpose is to explore whether different aesthetic lifestyles differ in the relationship between perceived value and purchase intention and whether the difference in the degree of impulsivity is different in the relationship between the visual aesthetics of the mobile website and purchase intention. The survey was conducted using online questionnaires. The sample subjects of the study are consumers aged 19-39 who have used the UNIQLO mobile website. There are 213 questionnaire samples, and the collected samples are analyzed by partial least squares regression. The research results suggest that the simplicity, diversity, and usability of visual aesthetics of mobile websites will have a positive and significant impact on perceptual value in the shopping process. In addition, perceptual value has a positive and significant impact on purchase intention; aesthetic lifestyle compared with luxury fashionists, artistic aestheticists have a more significant interference effect on the relationship between perceived value and purchase intention. Therefore, this research can provide suggestions for follow-up research in relevant industries, governments, and academia.