在智慧型手機普及後消費者的購物習慣開始改變，從以往使用行動版網頁逐漸轉向使用App購物，因此造成零售商推行品牌App之風潮，零售商推出品牌App增加品牌接觸機會及銷售通路，App更容易入消費者的生活並更容易使其建立使用習慣。
本研究以品牌App發展較為成熟的7-ELEVEn及全家之App作為討論的對象，探討便利商店之App為用戶提供哪些功能，App用戶又能從中獲得何種知覺價值，最後探討滿意度及購買行為是否會影響未來的使用意願及對便利商店本身的看法。
透過網路問卷調查曾經使用過7-ELEVEn及全家品牌App之對象，並收集到有效樣本數426份。研究結果顯示使用App之功能皆能帶給用戶享樂性價值，其中以App設計美學的影響較為顯著，而在功利性價值中知覺有用性的影響最為顯著。App使用者獲得享樂性價值或功利性價值皆能提升對App的滿意度及增加在App內購買的行為，其中功利性價值的影響相較享樂性價值明顯；用戶對App的滿意度提高及增加購物皆會影響未來使用的意圖及對該便利商店的忠誠度，其中以滿意度的影響較為大，若是用戶對App滿意則不會在未來更換App，會有持續使用的意願，也會對該便利商店產生忠誠度。最後本研究根據分析之結果進行分析與討論，並提出未來研究之建議與實務建議。

This research takes the brand App 7-ELEVEn and FamilyMart’s App as the discussion objects. What perceived value can App users get through the App, and our research will explore whether satisfaction and purchasing behavior will affect the willingness and the perception of convenience stores. Through the online questionnaire survey, people who have used 7-ELEVEn and FamilyMart’s App, and collected 426 valid samples. The research results show that using App functions can bring users hedonic value, among which the influence of App design aesthetics is more significant. App users gaining hedonic value or utilitarian value can improve app satisfaction and increase in-app purchase behavior. Among them, the influence of utilitarian value is more obvious than hedonic value. Increased App user satisfaction and In-app purchase will affect continuous intention and convenience store loyalty. Among them, satisfaction has a greater impact. App users who are satisfied with the App will not change the App in the future, users will have the willingness to continue using it, and they will also have loyalty to the convenience store.

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