- 學位論文
女大生對美容產品APP頁面設計視覺美學滿意度與忠誠度之研究-以蝦皮拍賣為例
The Interface Study of Visual Design of the Mobile Commercial Applications for Purchasing Cosmetic Products on the Satisfaction and Loyalty among University Female Students in Taiwan – Using Shopee as an example
摘要
近年來台灣人對美妝保養品需求逐漸攀升，使用APP購買美容產品逐漸成為趨勢。過去研究多以APP安全性考量為主，較少探討APP頁面視覺美學設計，因此本研究針對不同背景之女大學生購買美容產品時，主要探討蝦皮APP頁面之設計視覺美學（簡單性、視覺多元性、可用性、科技性、輔助性）對顧客滿意度及忠誠度之影響。採用便利抽樣，有效問卷為926份，運用SPSS22.0進行分析。本研究結果顯示不同學院之女大學生於購買美容產品時，對蝦皮APP頁面視覺設計「可用性」構面具顯著影響。蝦皮APP頁面視覺美學之四個構面簡單性、視覺多元性、可用性、科技性對顧客滿意度具有顯著影響，只有輔助性構面對顧客滿意度呈現不顯著。APP頁面設計視覺美學對顧客滿意度及忠誠度具有顯著影響。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。
並列摘要
In recent years, the demands for beauty care products have gradually increased in Taiwan, and purchasing cosmetic products by APP have gradually become a trend. In the past, most studies focused on APP security considerations, and fewer on the visual design aesthetics on APP user's interface. Therefore, this study focuses on the aesthetic effects of visual designing (simplicity, visual diversity, usability, technology, and supportability) on customer satisfaction and loyalty of the Shopee APP user's interface when female college students from different backgrounds purchasing cosmetic products. This research adopted convenient sampling, and 926 valid questionnaires were analyzed by SPSS22.0. The results of this study show that there is a significant difference on the visual design "Usability" of the Shopee APP user's interface, when female students from different colleges purchasing cosmetic products. The four aesthetic aspects of the Shopee APP user's interface, which are “simplicity”, “visual diversity”, “usability”, and “technology”, have a significant difference on customer satisfaction. Only the Supportability structure presents no significant customer satisfaction. Overall, APP user's interface visual design aesthetics has a significant impact on customer satisfaction and loyalty. Therefore, the results of this study can provide recommendations for follow-up studies in relevant industries, governments, and academia.
參考文獻
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