消費是人類通過貨幣購買有形或無形財貨或服務，從中滿足需求與慾望。根據資策會產業情報研究所(MIC)針對臺灣2019年網購行為大調查結果顯示:臺灣於2019起行動商務可以說正式宣告成為電子商務中的主流；此外根據經濟部統計處公佈資料:零售業者自疫情爆發以來，有提供線上通路之零售業者，營業額至2021年5月年增3.2%，可見在疫情的發展下民眾對於網路購物需求越是強烈。各家行動商務平台必須思考如何提升使用者操作體驗增加使用黏著度，良好的平台設計能引起使用者於平台上購買或是上架，深化使用者經驗設計對於在眾多平台之間要如何脫穎而出是相當有幫助的，因此本研究目的以行動商務作為研究主題，透過實驗法探討不同功能頁面呈現與切換型式對於平台使用性與操作感受之影響，並依據實驗結果提出介面設計之改善建議。
本研究實驗分為二階段實驗：（1）前導性實驗針對三款台灣市面現有的行動商務平台，進行績效實驗任務操作並觀察操作情形，最後進行問卷量表填寫以及進行半結構式訪談了解主觀性操作感受與問題。（2）驗證性實驗根據前導性實驗結果以2種切換型式（直式∕橫式）X 3種功能頁面呈現（混合式∕分區式∕標籤式）雙因子變異數分析，共重新繪製出六款驗原型設計；本研究實驗利用便利抽樣方式總共邀請78位受測者，並皆採受測者間（Between-subjects）實驗進行。
本研究經實驗驗證之結果如下：(1) 「功能頁面呈現」設計上應要明確的分類買家及賣家功能，才能提升整體介面的使用性； (2) 「功能頁面呈現」與「切換型式」之間的操作邏輯應要一致，受測者除了會有較好的操作績效外，亦會產生對於操作喜愛上的偏好； (3) 「直式切換」型式視覺資訊負擔上較低與操作架構較為單純，對於初次使用者較為友善；(4) 受測者於操作習慣後偏好「橫式切換」型式，由於可以在同一頁面中立即切換修正錯誤操作，減少回到上一頁重複操作的情況。

Consumption is about the purchase of tangible or intangible goods or services through monetary exchange to satisfy human needs and desires. According to the results of a major survey conducted by the Market Intelligence & Consulting Institute (MIC) on Taiwan's online shopping behavior in 2019, it indicated that mobile commerce was going to officially become the mainstream of e-commerce in Taiwan from 2019 onwards; in addition, according to information released by the Statistics Department of the Ministry of Economic Affairs (MOEA), the turnover of retailers with online channels has been increasing by 3.2% annually until May 2021 since the outbreak of the pandemic. This shows that the public's demand for online shopping is getting stronger under the development of the pandemic. Each mobile commerce platform designer must think about how to improve the user experience and increase the consumer stickiness. A good platform design can induce users to buy or sell on the platform, and an in-depth user experience design is very helpful to stand out among many competitors. Therefore, the purpose of this study is to focus on mobile commerce and investigate the impact of various functional page presentation and switching styles on the ease of use and interaction experience of the platform through and experimental method, and to recommend the improvement of user interface design based on the experimental results.
The experiment was conducted into two stages: (1) A pilot experiment was conducted to observe the performance of three existing mobile commerce platforms operating in Taiwan, and a questionnaire was conducted and a semi-structured interview was performed to understand the subjective feelings and problems of operation. (2) A validation experiment based on the results of the pilot experiment, and six prototype designs were created and tested based on a two-factor analysis of variance (ANOVA) between two switching types (scroll-down/horizontal) and three functional page presentations (hybrid/segments/tabs). A total of 78 participants were invited for this study via convenience sampling method, and a between-subjects design was adopted for the experiment.
The experimental results of this study are as follows: (1) The design of function page presentation should clearly specify the functions of buyers and sellers in order to enhance the overall user-friendliness of the interface; (2) The operation logic between function page presentation and switching type should be consistent, so that the participants will not only have better task performance, but also form a preference for the operation; (3) The scroll-down switching is visually less burdensome and has a more straightforward operating structure, which is more friendly to first-time users; (4) The participants prefer the horizontal switching after getting used to the operation, because they can immediately switch back to rectify the wrong actions on the same page, reducing the situation of going back to the previous page and repeating the operation.

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