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URN etd-0911117-011147 Statistics This thesis had been viewed 407 times. Download 0 times. Author Tsai-Ping Chang Author's Email Address No Public. Department Industrial Design Year 2016 Semester 2 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 111 Title Exploring the Influence on Consumer Trust by Improving the User Interface of Shopping Application Keyword Trust Customer Journey Maps Mobile Shopping Application Mobile Shopping Application Customer Journey Maps Trust Abstract In the high-tech era developed by mobile devices and networks, the online shopping channel for consumers is no longer only bricks and mortar and desktop computers. The Institute for Information Industry, FIND, Criteo, and The Nielsen Company all indicate that consumers’ online shopping behavior has changed from using desktop computers to mobile devices on B2C websites. However, the Nielsen Company report also found that consumers still chose the shopping website to make a trade deal with merchant. This study explores whether there is any difference in consumer trust between the shopping websites and the mobile shopping applications,and the study sample that is consumers in common used online shopping platform（shopping websites and mobile shopping applications）in this research. This study also seeks to find ways to improve unfriendly aspects of user interface on mobile shopping applications, with the ultimate aim of offering a great online shopping experience for consumers.
With the main purpose of exploring usability influence on consumer trust by improving the user interface of mobile shopping applications. A significant part of the study was to find what reasons led to consumers feeling their experience using mobile shopping applications was unfriendly. This research will help us design an improved mobile shopping application prototype to solve problems with user interface. The research experiment was divided into two phases: the first phase used a questionnaire survey, which assessed consumer trust levels of shopping websites and mobile shopping applications, and summed up consumers’ opinions that is unfriendly parts for consumers. The second phase was an evaluation according to the results of the questionnaire survey. We then made a new mobile application prototype by a design tool called Service Prototypes, and obtained the result from a focus group that it was an improved version of the user interface. We also explored different levels of trust between the original version and the improved version of the mobile shopping application by t-test.
Through statistical analysis, this research shows that：(1) the shopping websites and mobile shopping applications are not influences on the consumer`s property of trust in the process of online shopping, (2) shopping websites and mobile shopping applications have different levels of consumer trust that is related to the user interface, (3) trust of mobile shopping application is related to usability of the user interface, and (4) different levels of trust between original version`s mobile shopping application and improved version`s mobile shopping application is related to Nielsen`s top ten usability principles. These are: “Visibility of System Status,” “Consistency and Standards,” “User Control and Freedom,” and “Aesthetic and Minimalist Design.”
Advisor Committee Pei-Jung Cheng - advisor
Chih-Fu Wu - co-chair
Hsien-Hui Tang - co-chair
Files Date of Defense 2017-07-10 Date of Submission 2017-09-11