隨著智慧型手機的普及，行動商務(Mobile commerce)發展逐漸成熟，網路購物已成為民眾日常消費的重要管道，零售商開始用新的方式與消費者互動，消費者可使用智慧型手機上的電商平台體驗上網購物的樂趣，就是所謂的行動購物(Mobile shopping)。然而，電子商務平台的競爭也越來越激烈，許多平台需要累積足夠的流量、建立顧客忠誠度、顧客滿意度等等都是各家電商平台重要的任務。
蝦皮購物在2015年10月正式在台灣上線，以「免運費」、「免上架費」及「免手續費」吸引大眾消費者注意。蝦皮購物經營短短幾年，迅速在台灣領先，位居電商平台總流量冠軍，會員數突破1500萬。本研究想探討甚麼因素會影響消費者使用蝦皮App購物(Shopee application shopping)，以及消費者滿意度調查。
本研究為量化分析之研究，主要以南部地區使用蝦皮App購物的消費者，做為發放問卷調查的對象，並採取便利抽樣的方式，共回收177位有效樣本。研究構面是以「社交平台」、「自行掌控購物環境」、「價值」、「行動性」、「購物便利性」、「易用性」六個構面，探討對於「顧客滿意度」的影響。
研究結果顯示「自行掌控購物環境」、「價值」、「易用性」三個因素，對「顧客滿意度」有顯著的正向相關。顯示消費者較在意操作性及感受性是重要的。
根據上述研究結果，提供以下六點建議:
一、 授予買家對賣家更多的溝通權限。
二、 提升退換貨服務。
三、 授予買家增加商品使用後評價。
四、 蝦皮購物對優選商家的條件嚴格把關。
五、 改善免運券及折扣券使用限制。
六、 簡化蝦皮購物活動的資訊。

關鍵字:蝦皮購物、自行掌控購物環境、價值、易用性、顧客滿意度

Along with the popularity of smartphones andthe well-development of mobile commerce, online shopping is becoming a vital channel for daily commodities. Therefore, the retailers provided a brand new approach called "Mobile shopping," allowing consumers to purchase merchandise on the e-commerce platforms by their smartphones instead. However, as the competition between different platformsis getting fierce, the focal points of marketing strategies are gradually shifted onto maintaining consumer flow, building consumer loyalty, keeping consumer satisfaction, etc.
Whereas, consumers were attracted to Shopee, officially launched in Taiwan in October 2015, by its features such as "free shipping," no slotting allowance," and "free of commission." And it takes the leading role among other counterparts, with more than 15 million members, and ranks as the first regarding total consumer flow in Taiwan within just a few years. Therefore, this study aims to explore the factors that might affect consumers' willingness and satisfaction in respect to using the Shopee application.
The quantitative analysis is adopted in this study with six dimensions, including "social-facilitation," "perceived control," "value," "mobility," "shopping convenience," and "application usability" to explore its correlation with consumer satisfaction. In total, 177 valid questionnaires were collected from the audiences who use the Shopee APP in southern area by convenient sampling.
The research results show that operability and sensitivity would be the top concerns of consumers. And a significant positive correlation was found between factors, including " perceived control," "value," and " application usability," with "consumer satisfaction."
Based on the findings aforementioned, six suggestions are provided as follows:
1. To grant buyers more communicative permissions to sellers.
2. To improve the return and exchange service.
3. To add a function of product review for consumers after use.
4. To conduct an audit strictly of the application of preferred merchants
5. To ease the restrictions on free shipping and discount coupons.
6. To simplify the information on Shopee promotion activities.
Key words: Shopee App、social-facilitation、value、application usability、customer satisfaction

目錄
論文審定書 .i
摘要 ii
Abstract iii
目錄 iv
圖次 v
表次 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 電子商務 5
第二節 智慧型手機與行動購物定義 7
第三節 台灣電商平台的現況 8
第四節 影響行動購物並達到顧客滿意度的因素 10
第五節 個案簡介 13
第三章 研究設計 16
第一節 研究架構與假設 16
第二節 操作型定義及衡量方法 18
第三節 問卷發展 21
第四節 資料分析方法 22
第四章 資料分析與討論 24
第一節 蝦皮App購物使用者樣本特性分析 24
第二節 項目分析與效度分析 28
第三節 研究構面之相關分析 38
第四節 蝦皮App購物之顧客滿意度分析 40
第五節 人口統計變數分析 44
第五章 結論與建議 52
第一節 研究結論 52
第二節 管理意涵 56
第三節 研究限制與建議 58
參考文獻 60
附錄1 附圖 65
附錄2 附表 71
附錄3 研究問卷 …………………………………………………………………….88

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