科技的迅速演變，智慧型手機的普及已成為趨勢，隨之而來的是行動商務的蓬勃發展與變革，以及應用程式市場的持續開發。為因應時代進步，民眾開始仰賴行動裝置的方便性與即時性。近年來，視聽娛樂逐漸受到重視，為讓使用者擁有更好的行動消費體驗，本研究針對使用者於影城之消費過程進行深入探討，並透過現有影城應用程式的操作執行，了解使用者的主觀感受與需求，轉化為驗證實驗之設計依據，再進行深入分析，期望提供良好的使用體驗。

本研究包含兩個部分，(1) 使用者經驗研究與前導性實驗：透過觀察、訪談以及量化問卷等形式確認使用需求，再透過影城應用程式的實際操作，釐清現有樣本介面使用性不佳之處。(2) 驗證實驗：依據前期研究成果模擬介面設計並進行驗證，以 2x3 (分類標籤有無x選單模式) 組間雙因子實驗進行，先計測操作績效後，再邀請使用者填答系統易用性尺度量表（SUS）以及使用性量表（USE），而後加以分析。

研究結果顯示：(1)當使用者執行資訊量較大的任務時，有分類標籤之所花時間較無分類標籤表現為少；(2)在系統使用性方面，有分類標籤之使用性皆佳，且表現較無分類標籤好；(3)分類標籤的有無皆不影響使用者之主觀感受；(4)除了學習性面向外，條列式選單在其他主觀感受方面皆最受到使用者青睞；(5)符合使用者經驗的設計可提高使用者對於介面的好感度

The developed technology together with a mass population of using mobile devices in daily life have brought the revolution of electronic commerce (e-commerce) and the continuously growing application based on the e-commerce market. Evolving with time, people gradually rely on the benefits of smart devices such as mobility and real-time interaction. In recent years, people deem audio and video entertainment more important than ever. In order to provide better online shopping experiences, this study investigates the purchasing process of online movie tickets using the mobile devices. Through interacting with existing cinema applications, the author understood the users’ subjective feelings and needs, which were further transformed into the design guidelines to help create a prototype for further usability evaluation and user study. Finally, it is expected to provide better user experiences by analyzing the results from the experiments.

The research consists of two main parts: (1) User experience research and explorative study: The purpose is to seek to understand the users’ actual needs by observation, interviewing, and quantitative questionnaire. Furthermore, the limitation and drawback of examined cinema applications were acquired by asking the users to operate these interfaces. (2) Evaluation: Based on the results of the prior study, six prototype interfaces for conducting the evaluation were created, which is a 2 x 3 (tag x menu) between-subject factorial design aiming at recording the participants’ task completion time. Afterwards, the participants were asked to fill in the System Usability Scale (SUS) and Usefulness, Satisfaction, and Ease of Use (USE) questionnaires.

The results of the studies reveal the following conclusions: (1) While dealing with more information, users can finish the tasks quicker when there are tags on the interface than those without tags. (2) Regarding system usability, the categorized tags bring better performance than the untagged one. (3) The subjective preference was not affected by the existence of the tags. (4) Besides learnability, list-styled menu brought the best subjective preference to the users. (5) The overall preference and usability could be enhanced if the ticket system could be designed more aligned with the users’ prior experiences.

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