隨著台灣人逐漸趨向使用行動購物裝置在網路上消費，且綜合購物平台已成為台 灣人最常購物之管道。特別是在使用行動購物裝置下，網站介面的排列擺放將會影響 到消費者後續的滿意度及購物行為意圖。因此行動購物平台介面因素組合已成為一項 影響購物平台或是電商的重點之一。
本研究目的為利用聯合分析法來探討消費者對於行動購物平台介面使用四種重 要屬性間的相對重要程度及成分效用值，另外再利用使用者體驗探討消費者對於產品 組合下的各指標的滿意度，藉以了解消費者對於購物平台介面使用因素之偏好及體驗 感受，以及各屬性之間的偏好關係，提供給未來電商平台及有意願轉往網路購物平台 的企業及界面開發之者參考建議。
本研究調查以問卷方式進行，透過文獻及台灣消費者經常使用之購物平台擁有介 面因素來搜集主要屬性，利用前測問卷來決定構成產品介面之四項屬性，在受測體設 計方面，使用直交排列縮減實驗樣本，取得六組受測產品組合，讓受測者進行組合偏 好排序，最後以聯合分析得出行動購物平台介面因素組合之各屬性水準及成分效用值， 進而得出最受消費者喜愛之產品屬性組合。
研究結果顯示，整體受測者偏好之產品介面屬性為連結，其次為文字多寡，最佳 產品組合為:目錄為垂直型態、圖像為 4 張、文字為少量、連結為 6 個，並利用使用 者體驗分析證實了視覺複雜性較低的產品組合在使用者體驗上的簡單明瞭及效率方 面有較高的滿意度。

Due to the technology of and the development of the communicate devices and the e-commerce development, people now accustom to use their own mobile device and shop online, and the number of e-commerce seals has grown substantially each year. It is important for company to provide good artistic creativity and perfect understanding of the needs to produce a web site which can appeal and satisfied lots of customer. Therefore, the purpose of the study is to understand the features of the interface of the e-commerce platform on the mobile device and realize the user experience of each combination.
The study conducts conjoint analysis to inspect what attributes customers prefer most. The statistic software package SPSS was employed to analyze the collected data.
The result shows connection is the most important factor. The second important is the word intensive. Through the conjoint analysis we can figure out the market strategy for different segmentation also can gain an optimal combination.

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