消費者背景與使用習慣及消費行為對於APP版面編排設計之影響─以美食外送平臺為例

現代科技飛速成長，人們的上網習慣也不斷改變，從使用電腦連線上網，到利用行動裝置與他人互動、購物或更新資訊，通訊技術也跟著進步，隨時隨地皆可連線上網的便利性已改變了人民的生活型態。美食外送平臺便因應這個趨勢，在近年來快速的崛起，使用者人數節節上升。因此，本研究以行動裝置情境下，探究消費者背景與使用習慣及消費行為模式對版面編排之視覺元素之影響。　　本研究執行共分為兩部分，以網路問卷進行施測，第一部分調查消費者背景與使用習慣，且以AISAS理論五階段，注意、興趣、搜尋、行動及分享行為，構築消費者行為問卷，針對受測者對目前市面上之美食外送平臺之消費行為各階段進行評估。第二部分以美食外送平臺為刺激物，以圖文比例（原圖文比例、圖文比例3：1、圖文比例1：1、圖文比例1：3）與文字分配（原比例字級、平均文字字級、強調店家名稱、強調店家資訊、強調店家評價、強調店家價格）安排兩階段題目，得到消費者對APP版面編排偏好。　　經過統計分析，結果得到大圖像之圖文面積佔比及視覺風格構成最受消費者青睞，在文字分配比例上，則以放大店家名稱及價格為消費者進行消費時最注重之要點。本研究歸納問卷回饋分析之結果，希冀能在介面設計者進行編排設計時有所參考，並提供平臺店家及企業主作為依據。

關鍵字

行動裝置購物；美食外送平臺；版面編排； AISAS理論；消費者背景

並列摘要

With the rapid growth of modern technology, people’s surfing habits are constantly changing. From using computers to connect to the Internet, to using mobile devices to interact with others, shop or update information, communication technology has also evolved. The convenience of connecting internet changed the life style of the people. Conform to this trend, food delivery platforms have rapidly risen in recent years, and the number of users has been increasing. Therefore, this research explores the influence of consumer background, usage habits and model of consumer behavior on the visual elements of layout in the context of mobile devices. The research is implemented in two parts. The survey is carried out with an online questionnaire. The first part investigates the consumer background and usage habits, and uses the five stages of AISAS theory, attention, interest, search, action and sharing behavior to construct a consumer behavior questionnaire. It is use to evaluate the subjects’ five stages of consumer behavior on the food delivery platforms on the market. The second part takes the food delivery platform as the stimulus, and uses the area ratio of graphics/text (original area ratio of graphics/text, area ratio of graphics/text 3:1, area ratio of graphics/text 1:1, area ratio of graphics/text 1:3) and text distribution (original text size, average text size, emphasized store name, emphasized store information, emphasized store evaluation, emphasized store price) to arrange two-stage questions to get consumers’ preference for APP layout. After finishing statistics and analysis, the results show that the area ratio of graphics/text and visual style contains of large images are the most favored by consumers. In terms of text distribution, enlargement of store names and prices are the emphasis for consumers when they consume. This study summarizes the analysis of the questionnaire feedback, hoping to be used as a reference for the interface designer in the layout design, and provide stores on the platforms and business owners as a basis.

並列關鍵字

mobile shopping ； food delivery platform ； layout ； AISAS ； consumer background

參考文獻

一、中文文獻

Google Scholar

中央通訊社（2019）。美食外送平台黯然歇業學者點出生存3大關鍵。取自https://www.cna.com.tw/news/afe/201908250018.aspx?fbclid=IwAR135f-zEU6-dGC8aoe0KUXAoD5oJO8Ks7p8JapXQTcnBWFTmkEcnUHgpEY（檢索於2019年11月）