The Effect of Mobile Shopping App Interface Design on Consumer Purchase Behavior

• Main Authors: YU,YU-LING, 尤毓玲
• Other Authors: 江憲坤
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/m54euu

碩士 === 國立彰化師範大學 === 資訊管理學系 === 107 === Smart phone has become a necessity in our daily life. In recent years, proportion of window shopping has declined sharply than it was before. On the other hand, online shopping has become the most popular purchasing behavior within Food, Clothing, Housing, Transportation, and Education. Consumers don't have to spend too much time in purchasing goods. By using smart phone, they just search what they need by way of shopping App (hereinafter called the ‘App’), click the purchase button of a product to put it into a shopping cart, and choose a payment method to complete the purchasing process. The mobile shopping is gradually adopted as part of our life. According to literature study, the this study found that research on the effect of mobile shopping app interface design [hereinafter called the "UI"(User Interface)] on consumer shopping behavior is not much. After literature review and analysis, this study found that important factors to App's UI on affecting consumer's shopping behaviors are: Localization, Interactivity, Trust, System quality and Incentive. Therefore, a questionnaire was designed based on these aspects and its features to identify their importance. Furthermore, in order to tell the attitude difference between general consumers and scholars (6 professors of expertise in Management, Marketing and Information Management field), both of them were invisted to participate in this survey. Two hundred and thirty four voluntary surveys were collected, of which two hundred were valid. All six surveys from scholars were valid. Surveys were analyzed by SPSS and results showed that consumers have positive attitude towards the questionnaire. Furthermore, general consumers and sScholars show consistent attitude. The ranking of 5 factors by priority are (a) Trust, (b) System quality, (c)Incentive, (d) Interactivity, and (e) Localization. The result of this study provides an important reference for researchers researching consumers’ purchasing behavior and developers developing mobile App's UI.