視覺設計因素對消費者使用購物型應用程式意願之影響

隨著科技的日新月異、行動上網的普及與近幾年智慧行動裝置發展迅速，開啟了人手一機的時代，大眾對資料蒐集、傳遞的習慣也逐漸被改變了，從以往仰賴電腦做為訊息傳達、互動的媒介，取而代之的是易攜帶、輕巧型的智慧行動裝置，而網路購物的媒介也不再侷限於電腦，透過智慧行動裝置中的App即可連接至購物平台進行購物，許多購物類型的App如雨後春筍般冒出，不僅商品琳瑯滿目，更有許多品牌也陸續推出屬於自己的應用程式，消費的行為也從實體店面銷售拓展至行動商務。因智慧型裝置的大小較受到限制，App的版面編排視覺設計，是否會影響消費者的使用意願？而其中視覺設計中的各種元素，哪些特徵能讓消費者感到容易使用及提升使用效率？本研究以購物型的App為主要探討的主體，並以App Store 2017年3月熱門下載前50名之App做為研究對象，使用內容分析法、問卷調查法對各研究問項進行資料蒐集及分析。得出之研究結果如下：首先是視覺設計因素分別對於知覺易用性、知覺有用性具有影響；其次是視覺設計因素的知覺易用性與有用性兩者間，具有正相關；最後是視覺設計因素的知覺易用性與有用性會影響消費者使用購物型App之意願。期望本研究之研究結果可供設計者對於介面設計時的參考及在相關設計上應用之依據。

關鍵字

購物型App ；視覺設計因素；知覺易用性；知覺有用性

並列摘要

As technology advanced, wireless network and smart devices have been developing rapidly which carries out the era of smartphones. Thus, the user’s habit has been changing gradually, and the media of online shopping is not restricted in computers anymore. Consumers can easily connect to online shopping platform through their smart devices which lead the consumer behavior to go from physical stores to mobile commerce.Due to the size restriction of smart devices, will the visual design layout of mobile applications have affects on consumer’s willingness? And of which element will help increase its efficiency and effectiveness while using application? This research focuses on the apps which are capable of online shopping functions and those apps were on the top 50 popular download list of the year 2017. Survey research was employed in this study. The result suggests that: (1) visual design element has positive impacts on perceived ease-of-use and perceived Usefulness. (2) Visual design perceived ease-of-use is positively correlates to perceived Usefulness. (3) Perceived ease-of-use and Perceived Usefulness have positive impact on use willingness.