隨著電子商務的興起，近來有越來越多的使用者在網路上進行網路購物的行為，也促成眾多業者更加積極投入網路商店的經營。一般而言，消費者可透過網路購物平台，直接地與網購服務提供者進行互動，而服務提供者亦可藉由優良知覺互動設計提供消費者獨特的網路購物體驗，進而提升購買意圖。基此，針對網路購物，本研究旨在探討網購知覺互動性、體驗價值和網購意圖的關聯性，並以國內知名P購物網站為例。

依據服務設計程序，本研究共區分為三大階段。第一階段為探索與定義階段，針對P購物網站，本研究先透過觀察法來瞭解年輕族群 (20~34歲) 在執行特定網購服務任務後之知覺互動性、體驗價值和網購意圖。接著，藉由問卷調查120位網購年輕族群，本研究發掘現有P網站購物相關問題。第二階段構想發展階段，本研究邀請4位具實務經驗的設計師，透過焦點團體進行新的網站知覺互動設計共創，並提出新的購物網站設計。然後，在第三階段為評估階段，本研究先架構出一擬真的新購物網站，再針對新、舊網站設計之知覺互動性、體驗價值和網購意圖進行比較。最終本研究，共收集到120份有效問卷，採用T檢定及迴歸分析進行新、舊網站之相關研究分析。

最後，本研究主要有兩項發現為：1) 新、舊購物網站之知覺互動性、體驗價值及網購意圖皆具有顯著性差異；2) 針對新的購物網站之「知覺互動性」會對「體驗價值」產生正向影響，且「體驗價值」會對「網購意圖」產生正向影響。另外，本研究亦針對網路購物知覺互動性之控制力、客製化與適應力構面共提出七項網站設計方針。

With the rise of the e-commerce economy, more people than ever are shopping online which attracts a large number of retailers and newcomers to the world of e-commerce. Generally speaking, consumers can directly interact with the online shopping service providers through an e-commerce platform. Then, the service providers can offer consumers with unique online shopping experiences and good perceived interactive design to boost their purchase intentions. Therefore, this study aims at exploring the association of perceived interactivity, experiential value and online shopping intention with an example from P online shopping website.

Based on a service design process, this study is divided into three phases. In the first phase is called as the exploration & definition phase. As for P online shopping website, this study adopted the observational approach to explore perceived interactivity, experiential value and online shopping intention of young people aged between 20 and 34 after they have performed specific tasks. Then, the study investigated 120 participants to discover the current service issues of P online shopping website. In the second phase, the concept development phase, the study invited four experienced designers to co-create new online shopping website design with good perceived interactivity. The third phase is called as the evaluation phase. In this phase, we set up a new online shopping website and compare the features of perceived interactivity, experiential value and online shopping intention between the old and new website designs. Eventually, this study collected 120 valid questionnaires to evaluate the association of perceived interactivity, experiential value and online shopping intention of old and new website designs by using T-test and linear regression.

In this study, there are two main findings: 1) There are significant differences of perceived interactivity, experiential value and online shopping intention between old and new website designs; 2) For the new website design, perceived interactivity has a significant positive effect on experiential value, and experiential value also has a significant positive effect on online shopping intention. In addition, the study proposes seven website design guidelines for the control, personalization and adaptability dimensions of online shopping perceived interactivity.

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