因應會員經濟和新零售的崛起，會員APP已成為實體零售通路業者的OMO(Online-Merge-Offine)行銷策略之一，特別是連鎖便利商店，然而當前處於資訊量超載的時代， APP介面相關設計不可抗力地有越來越複雜且精緻的趨勢，考量到消費者處理資訊的負荷能力，如何降低主觀複雜度和創造良好的使用者體驗儼然成為業者優化APP之際的重要目標。此外，只要會員APP做得盡善盡美，使用者就會願意使用嗎？本研究之目的是在此黑盒子中，提供一個更具體且解釋力高的結構模型，補足業界在強調優化UI/UX時的缺口—使用者體驗與行為意圖之間的關係，這才是能夠真實反映產品成效的關鍵。
本研究基於S-O-R理論的架構導入科技接受模型和PAD情感模型，衡鑑使用者在操作APP時的外在科技感知與內在情感反應，以全家便利商店會員APP為實驗標的進行任務導向之實測，並利用偏最小平方法(Partial Least Squares, PLS)分析樣本數據。其結果發現，使用者的主觀複雜度會負向影響使用者體驗；知覺有用性、知覺易用性和愉悅情緒為使用者體驗和行為意圖之間的完全中介因子；使用者的操作績效（即完成任務之時間長短）能反映其主觀複雜度的感知。

In response to the rise of Membership Economy and New Retailing, developing Membership APPs has become one of the Online-Merge-Offline marketing strategies for physical retailers, especially convenience store chains. However, in the era of information overload, the design of APP interfaces is inevitably becoming more and more complex and sophisticated. Considering the consumers' ability to process information, how to reduce the Subjective Complexity and create a well-designed User Experience has become an important goal in optimizing APPs.
In addition, as long as membership APPs have perfect functions and user experience, would users be willing to use it? The purpose of this research is to provide a specific and explanatory structural model for this black box, and to fill the gap between User Experience and Behavioral Intention, which is the key point to truly reflect the performance of the product.
Under the S-O-R framework, two models, Technology Acceptance Model and PAD Temperament Model, were introduced to evaluate users' external technological perceptions and internal emotional responses when operating the APP. The task-oriented test was conducted using the FamiMart APP as the experimental case, and the sample data were analyzed by Partial Least Squares (PLS). The results revealed that users' Subjective Complexity negatively influenced User Experience; Perceived Usefulness, Perceived Ease of Use, and Pleasure were the full mediation factors between User Experience and Behavioral Intention; User Performance (the length of time to complete the task) reflected their Subjective Complexity.

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