行動購物網站設計因素影響消費者購買意願之研究—以Uniqlo為例

The study examines the design factors of mobile shopping websites that influence consumer purchase intention, using Uniqlo as a case

張翠珊；鄭紫嬅；盧品亞

行動購物網站 ； 視覺設計 ； 購買意願 ； Business websites ； Visual design ； Purchase intention

圖文傳播藝術學報

2024（2024 / 04 / 01）

144 - 155

繁體中文;英文

本研究將探討行動購物網站之設計因素對消費者購買意願的影響。以居住地在臺灣且曾在Uniqlo行動購物網站瀏覽或購物的消費者作為研究對象，探討視覺設計、行動購物網站之隨處性、行動購物網站之體驗性與消費者購買意願之間的關聯。本研究採定量資料收集與問卷調查法，回收有效問卷300份，以SPSS統計軟體作分析，得出：行動購物網站中的視覺設計與網站體驗性兩因素對消費者的購買意願皆有顯著的正面影響，且其為正相關。此外，年齡層介於20－30歲間的上班族群，其購買意願的高低會受到行動購物網站的設計因素影響。

This study aims to investigate the impact of mobile shopping website design elements on consumer purchasing intention. The research focuses on consumers in Taiwan who have previously browsed or made purchases on the Uniqlo mobile website. The research explores the relationship between visual design, the prevalence of mobile websites, the experiential aspects of mobile websites, and consumer purchasing intention. Quantitative data collection and questionnaire surveys are utilized in this study. Three hundred valid questionnaires were analyzed using SPSS statistical software, leading to the following conclusions: Both the visual design and user experience of mobile websites have a significant and positive impact on consumers' purchasing intentions in mobile shopping, and they are positively correlated. Furthermore, the purchasing decisions of individuals in the 20-30 age group are influenced by the design elements of mobile shopping websites.