行動購物程式之操作介面改善對網購者信任度的影響

Abstract

在行動裝置及行動網路普及的時代中，發現網購者之購物管道不再只有實體店面及桌上型電腦，尼爾森網際網路大調查指出網購者的線上購物行為已經從桌上型電腦移轉到手持裝置，然而尼爾森網際網路大調查亦發現，網購者雖然購物行為逐漸移轉到手持裝置上，但是網購者仍然選擇使用購物網站與商家進行貿易交易，因此，本研究以現今網購者最常使用的購物平台作為研究樣本，探究網購者對於購物網站和行動購物APP兩個不同平台的信任度差異以及改善行動購物APP不友善之部分，並提供網購者良好的線上購物體驗。本研究以兩個階段實驗，第一階段利用問卷得到兩個平台的信任度差異，並歸納出操作不友善的部分。第二階段則依據問卷結果與焦點團體製作改版的行動購物APP原型，並透過t檢定探討原始版與改版後的信任度差異。本研究結果如下：(1)購物網站與行動購物APP的購物流程並非影響網購者信任度的因素；(2)購物網站和行動購物APP之信任度不同與操作介面有關；(3)行動購物APP的操作介面之使用性與信任度有關；(4)原始版與改版後的行動購物APP信任度差異與十大使用性原則的「系統狀態的能見度」、「一致性和標準」、「使用者的操控自由」以及「美觀與簡化設計」有關。

In the high-tech era developed by mobile devices and networks, the online shopping channel for consumers is no longer only bricks and mortar and desktop computers. The Nielsen Company indicated that consumers` online shopping behavior has changed from using desktop computers to mobile devices on B2C websites. However, the Nielsen Company report also found that consumers still chose the shopping website to make a trade deal with merchant. This study explores whether there is any difference in consumer trust between the shopping websites and the shopping applications, and the study sample that is consumers in common used online shopping platform. The research experiment was divided into two phases: the first phase used a questionnaire survey, which assessed consumer trust levels of shopping websites and shopping applications, and summed up consumers` opinions that is unfriendly parts for consumers. The second phase was an evaluation according to the results of the questionnaire survey. We then made a new shopping application prototype, and obtained the result from a focus group that it was an improved version of the user interface. We also explored different levels of trust between the original version and the improved version of the shopping application by t-test. This research shows that: (1) the shopping websites and shopping applications aren`t influences on the consumer`s property of trust in the process of online shopping, (2) shopping websites and shopping applications have different levels of consumer trust that is related to the user interface, (3) trust of shopping application is related to usability of the user interface, and (4) different levels of trust between original version`s shopping application and improved version`s shopping application is related to Nielsen`s top ten usability principles. These are: ＂Visibility of System Status,＂ ＂Consistency and Standards,＂ ＂User Control and Freedom,＂ and ＂Aesthetic and Minimalist Design.＂