摘 要
線上購物消費行為研究中，衝動性購買與使用者介面設計是熱門的議題之一，如何有效安排介面設計，以刺激消費者產生衝動購買趨動力是重要的研究方向，但關於行動購物App介面設計的文獻卻仍相當缺乏。本研究以環境心理學理論為基礎，探討行動購物應用程式介面的「複雜性」與「順序性」設計因子是否影響操作者的「愉悅」與「激發」情感回應，以及不同情感回應對「衝動性購買意圖」之影響。本研究結果發現：1.不同複雜性、順序性設計及螢幕大小並不會顯著影響操作者的愉悅與激發的情感回應；2.螢幕尺寸對情感回應沒有顯著影響效果；3.操作者愉悅情感感受會正向顯著影響衝動性購買意圖，而激發情感對衝動性購買意圖則無顯著影響關係。本研究成果能協助有意開發行動購物應用程式的設計者更瞭解介面特性與情感狀態對消費者的衝動性購買之影響，發展出更能誘發消費者衝動性購買的行動介面。
關鍵詞：行動商務、介面複雜性、介面順序性、衝動性購買、環境心理學模型
Abstract
How to design an effective interface to increase impulse buying is one popular issue in online shopping, but few discussions on mobile shopping apps have been found in literature. This article utilized Mehrabian-Russell model to illustrate the effect of mobile shopping apps’ visual design on consumers’ impulse buying behavior. The research results showed (1) the complexity and order of app design do not significantly affect pleasure or arousal emotional responses; (2) there is no significant relation between the complexity/order of app design and the size of device screen; (3) there is significant positive relation between pleasure emotional responses and impulse buying intention, but it is not found between arousal emotional responses and impulse buying intention. These results can be a useful reference for designers who intend to develop mobile shopping apps.
Keywords：Mobile Commerce, Interface Complexity, Interface Order, Impulse Buying, M-R Model