台灣便利商店民眾提供包羅萬象的產品甚至生活服務，已與民眾日常緊密連 結;數位時代到來，人人仰賴網路，由於各電商開始瓜分零售業市場，便利商店業 者便開始推出會員應用程式，提升顧客忠誠度，並利用線上線下串流服務，試圖開 創更多元服務及可能性。便利商店競爭下，如何提升自家會員應用程式使用性，使 消費者有良好體驗，進而達到會員應用程式的高使用量與高黏著度便成為關鍵。本 研究目的在探討使用者操作便利商店應用程式時，對於不同功能頁面呈現、螢幕資 訊呈現方式之操作行為、認知與感受等..差異，並比較其優劣，以供未來作為相關 介面設計優化之參考。
本研究實驗共二階段:(1)前導性實驗為針對三款市佔率最高的便利商店會員 應用程式，進行績效實驗任務操作並從旁觀察實驗操作情形，完成後，受測者會填 寫問卷量表並進行半結構式訪談，以利了解其主觀性操作感受或是其他問題點討 論。(2)驗證實驗是根據前導性實驗結果後，以 3 種功能頁面呈現(分區式/半固定式 /展開式)搭配 2 種螢幕資訊呈現(垂直式/水平式)進行雙因子變異數分析，共設計六 款驗證實驗原型設計。本研究實驗是採用便利抽樣方式，邀請前導性實驗 30 位、 驗證實驗 48 位，共 78 位受測者，並且皆採受測者間(Between-subjects)方式進行實 驗。
本研究結果顯示:(1)「功能頁面呈現」需明確安排且進行有意義的分類，可以 較符合使用者需求。(2)「功能頁面呈現」中「半固定式」操作績效明顯為佳、符合 使用者偏好，能有感提升其使用便利性。(3) 「資訊呈現」中「水平式」單一頁面 呈現較多資訊，較貼近使用者習慣，加上畫面妥善安排可提升操作效率。(4)介面層 級簡化、頁籤資訊呈現清楚，可提升使用性。

Convenience stores in Taiwan provide a wide range of products and even life services, closely connecting with the daily lives of the Taiwanese people. In the digital age, reliance on the internet is widespread. With e-commerce platforms gradually dominating the retail market, convenience store operators have introduced membership applications to enhance customer loyalty. They leverage online and offline services, aiming to innovate and diversify their offerings. In the competitive landscape of convenience stores, improving the usability of their own membership applications becomes crucial in providing consumers with a positive experience, leading to high usage and stickiness of the application. The purpose of this research is to explore user behaviors, perceptions, and experiences regarding the operation of convenience store applications. It aims to analyze differences in the presentation of various functional pages, screen information display methods, and evaluate their pros and cons. The findings will serve as valuable insights for future interface design optimizations in the relevant field.
This study consists of two phases: (1) A pilot experiment involving the performance testing of three leading convenience store membership applications. Participants completed experimental tasks, and their interactions were observed. After completion, participants filled out questionnaires and engaged in semi-structured interviews to gather insights into their subjective experiences and discuss potential issues. (2) The validation experiment, based on the pilot experiment results, employed three types of functional page layouts (sectional, semi-fixed, and expanded) combined with two screen information presentations (vertical and horizontal). A two-factor (i.e., 3 (functional page layouts) x 2 (screen information presentations) analysis of variance was conducted, resulting in six prototype designs for the validation experiment. The research employed a convenience sampling method, inviting 30 participants for the pilot experiment and 48 participants for the validation experiment, totaling 78 participants. The experiments were conducted using a between-subjects design.The research findings indicate: (1) Clear and meaningful categorization of functional page layouts better meets user needs. (2) The "semi-fixed" functional page layout demonstrates superior performance, aligning with user preferences and enhancing usability. (3) In the "information presentation" aspect, the "horizontal" single-page display provides more information, aligning with user habits and improving operational efficiency with proper screen arrangements. (4) Simplified interface hierarchy, clear presentation of tab information, enhancing user-friendliness.

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