本研究分別對購物網站行動版與行動購物APP的使用族群進行網路問卷調查，發現購物網站行動版與行動購物APP，這兩者的各項品質對於使用者經驗與購買意圖皆有正向影響。在品質比較方面，系統品質與特定內容品質兩項購物網站行動版是優於行動購物APP。因此，商家可以透過良好的品質來提升使用者在瀏覽過程中的使用者經驗與購買意圖，而對於有意使用行動購物APP的商家，則需對系統品質與特定內容品質再作加強，以符合使用者的需求。;With the emergence of 3G and Wi-Fi network, smart phones become popular now. The users gradually change the use of computer to smart phones for browsing the sites for shopping. Consequently, mobile shopping is of infinite possibilities, and has many commercial opportunities. In this study, we investigate whether the factors, system quality, general content quality, specific content quality, service quality, and appearance quality presented in the shopping websites will affect the user experience and then affect the purchase intention. In addition, this thesis also compare the mobile and APP versions on mobile devices for shopping websites, i.e. comparing the differences of the quality factors between the two versions of websites.
In this thesis, online-survey questions are designed, and two groups of users are invited. One group uses mobile version and the other group uses APP version of shopping websites. According to the returned surveys, we find that every quality factor in both mobile version and APP version has positive impact of user experience and purchase intention. In the comparison between quality factors, it is found that mobile version of shopping websites is better than APP version at the two factors, system quality and specific content quality. Therefore, business shops can enhance the user experience and purchase intention through a websites of good quality factors mentioned above. In addition, the business shops developing shopping APP should enhance the factors, system quality and specific content quality, to meet the needs of the users.