智慧型手機購物Apps已成為新型態的線上購物管道。然而，智慧型手機硬體限制、螢幕尺寸、畫質與音質的差異，加上購物Apps介面設計的挑戰及使用者的能力技巧等限制，將會影響消費者線上購物臨場感(telepresence)及沉浸程度(flow)，進而影響消費者對購物Apps的態度。因大部分購物Apps使用者都有使用桌上型或筆記型電腦線上購物的經驗，消費者是否願意直接在手機上瀏覽購物下單，亦或是會轉換到桌上型或筆記型電腦上完成購物程序，是一個值得探討之議題。本研究結合沉浸理論(Flow Theory)與PPM (Push-Pull-Mooring) 模型，探討購物Apps消費者在購物下單過程中是否會產生轉換之行為意圖以及繫留效果(Mooring Effect)之干擾影響。資料分析採驗證性因素分析(CFA)以及結構方程模型(SEM)，由網路回收245份有效問卷。結果顯示，科技清晰度(Vividness)、介面設計之挑戰及使用者的操作技巧會影響購物臨場感及沉浸程度，但只有沉浸程度對消費者購物Apps態度產生顯著影響。在PPM Model方面，推拉效果(Push-Pull Effect)顯示會直接影響消費者之轉換行為意圖，但繫留效果(Mooring Effect)卻沒有直接影響。然而，繫流效果卻會在消費者對購物Apps態度與轉換行為意圖之間干擾效果。最後，本研究建議行動商務廠商在開發購物Apps時必須考量智慧型手機本身的硬體限制以及使用者操作技巧來設計，業者必須提升使用者對購物Apps的信任感，以及針對重度手機沉迷的使用者作為目標客群，如此可以提升行動商務廠商的效益以及利潤。

Shopping site apps has become a new online shopping channel. However, the constraints of smartphone hardware, such as screen size, display resolution and acoustics; and the challenges of interface design and users’ skills can influence consumers’ telepresence and state of flow in the context of mobile shopping. Moreover, most shopping site apps users has experience of online shopping by PC/laptop, whether they will complete the shopping transaction on the smartphone or switch to PC/laptop become an interesting topic. This study combined Flow theory and PPM model to explore consumers’ switching behavioral intention in the context of mobile shopping, and mooring effect is adopted as a moderator. The research collected 245 valid questionnaires by using online based survey. Confirmatory factor analysis (CFA) and structural equation model (SEM) were adopted for data analysis. The results indicated that vividness, challenges and skills have effects on telepresence and flow, but only flow influences attitude to shopping site apps. In PPM model aspect, push and pull effects have direct impact on switching behavioral intention. However, mooring effect has a moderating effect on the relationship between attitude to shopping site apps and switching behavioral intention. This study suggested that m-commerce firms should consider the constraint of smartphone and deliberate on users’ skills when develop shopping site apps; besides, firms also have to enhance trust of shopping site apps and target at those people who addicted to smartphone. Thus, m-commerce firms can increase benefit and profit.

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