服飾類行動購物APP之圖文編排與色彩配色影響消費者感知品質之研究

Research on Influencing Factors of How the Layout Design and Color Combination on Apparel Mobile Shopping APP Affect Consumers' Perceived Quality

楊美雪(Mei-Hsueh Yang) ； 張秀湘(Hsiu-Hsiang Chang)

《中華印刷科技年報》 2017 (2017/04) Pp. 642-665

摘要

行動裝置普及帶動行動購物APP 商機。消費者於網上購物，無法以試用或觸摸等方式評估產品，此時消費者對產品的品質優劣感知非常重要，也是消費決策依據。雖已有探討網頁設計元素影響消費者心理的研究，但因行動裝置受限螢幕尺寸與網路速度等差異因素，無法預設行動裝置的消費者與過往網購消費者有相同動機、期望和行為。加上少有研究探討消費者使用APP 接觸產品初期的心理感知反應。因此，本研究以服飾類行動購物APP 的圖文編排及色彩配色之視覺設計元素探討對消費者感知品質（perceived quality）之影響。本研究採實驗法，為2（圖文編排比例：圖75% 文25%、圖25% 文75%）× 2（色彩配色：藍色背景/ 黃色文字、黃色背景/ 藍色文字）2 因子組間設計，共4 種實驗組合，依變數為感知品質。研究結果顯示，圖文比例顯著影響感知品質，且圖75% 文25% 的圖文比例影響高於圖25% 文75%，尤影響感知品質中的做工精細感知。不同背景/ 文字色彩配色組合對感知品質影響無顯著差異；圖文比例與色彩配色組合，無交互作用影響感知品質。本研究另發現APP 介面的視覺經驗有別於電腦網頁，僅圖文比例之過往實證研究結果，可延伸影響至服飾類行動購物APP 介面上；色彩元素則需再續探究之。研究結果期提供各方視覺設計者參考。

關鍵字

圖文編排 ； 色彩配色 ； 行動購物 ； APP ； 感知品質

並列摘要

The popularity of mobile devices drives mobile shopping APP opportunities. Consumers often acquire adequate product information by physical examination, but the internet shopping does not accommodate physical evaluations like the real stores do. The product quality perception of the first impression is very important to consumers, and also led to their decision making. Because there are many differences between mobile devices and PCs such as the screen size and network speed, it cannot be assumed that mobile devices consumers have the same motivations, expectations and behavior as the internet consumers despite of many past studies on web design factors affecting consumer psychology. There are few studies to discuss consumers' initial reaction of product of psychological perception via using mobile app. Therefore, this study discusses the influence factors of how the layout design and color combination on apparel mobile shopping APP affect consumers' perceived quality. The study adopts two factors between-subjects design: 2 （ image/text ratio of layout design: 75% image 25% text, 25% image 75% text）× 2 （ color combination: blue background color / yellow text color, yellow background color / blue text color）, a total of four kinds of experimental combinations. The perceived quality serve as a dependent variable.The results show that the significant effect is the consumers' perceived quality in the image / text ratio of layout design. 75% image /25% text is more significant to consumers' perceived quality than 25% image /75% text, especially fine workmanship perception. There is no significant effect on consumers' perceived quality in the color combination. Besides, image / text ratio of layout design and color combination don't have significant interaction effect on consumers' perceived quality.Furthermore, the study finds that visual experience of APP interface is different from web page. The past results indicate that only image / text ratio of layout design could extend to action on apparel mobile shopping APP interface. Color factor needs further studies.

並列關鍵字

layout design ； color combination ； mobile shopping ； APP ； perceived quality

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