隨著網際路的普及化，科技興起導致電子商務成為當今非常熱門業模式，而近幾年人們生活習慣的改變，行動裝置崛起，幾乎每個人都配備了行動裝置，購物的成長規模也隨著崛起商機已經遠大於利用電腦之網路購物。本研究已蝦皮當作行動平台範例，行動購物進入障礙低、成本使用者便利等優點導致有越來多人加入行動購物，並且以當作全職之賣家也有 大幅度成長之趨勢，也讓 行動購物平台 競爭越來激烈。伴隨著多消費者使用行 動購物，許動購物消費者可能會遭遇到的問題也逐漸浮生，例如介面操作複雜、買過程有疑問、介面設計不佳買賣雙方資訊對稱等題。與網路拍行動購物之有關文獻目前頗具充足，但主要探討行動購 物平台介面設計與買體驗相關 之文獻則是相對有限。因此本研究以網路購買行為模型基礎，首先使用問卷調查的方式蒐集消費者對於行動購 物平台介面設計與買體驗之需求，再利 用迴歸分析探討消費者使行動購物平台時，買為影響之因素最後在統整消費者使用行動購物平台之需求與建議，進而能更完善改台之完整性。

With the popularization of the Internet. The rise of Internet has led to e-commerce becoming a very popular business model. People change those habit. Almost everyone has mobile. So use mobile shopping have been greater than the use of computers of Internet shopping. This research we use the mobile shopping platform is SHOPEE. The benefits include low barriers to entry, low cost, user convenience. Caused more and more people to join it. Full-time SHOPEE sellers grow substantially. As more and more consumers use mobile shopping. The problems are gradually increasing, for example interface operation is complicated, purchase process is in doubt, interface design is poor, information asymmetry between buyers and sellers. This research we use “online shopping behavior model”. First, we using the
questionnaire collect data, then using regression analysis for research the relationship between online purchase behavior and purchase. At last we organize consumer demand and suggestions, improve the mobile shopping platform.

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