自從網路興起後資訊生活逐漸深入民眾生活中，隨著行動網路技術日趨成熟，伴隨使用者習 慣的改變、行動裝置迅速的崛起，民眾的消費模式及購物型態有了更加多元的面貌。人們可以透 過行動裝置不限時間、地點的進行瀏覽與消費，隨著功能更加擴大，也帶給了使用者更多的便利 性。 本研究目的在於：1. 了解使用者在相同瀏覽器與不同裝置使用者介面之差異；2. 了解手機版 介面的使用效能；3. 了解台灣及中國使用者對介面之認知差異。 本研究以兩岸民眾熱門購物網站「天貓商城」為研究對象，合計共312 份兩岸民眾進行購物 網站電腦版及手機版的使用性評估體驗，進行使用性測試與介面設計之分析，透過文獻回顧、問 卷調查法來進行使用性的測試與評估透過顯示本研究結果：1. 使用者在不同裝置大小的使用者介 面表現具有差異：裝置大小的差異會影響觸碰面積，進而影響使用者點選；2. 智慧型手機之介面 的效率性較電腦版好，而對購物網站中的文字表現部分則是智慧型手機不如電腦版；3. 台灣及中 國消費者對使用性認同存在部分差異：台灣消費者認為購物網站的資訊內容重要，中國消費者則 認為視覺比例重要。

Ever since the rise of the Internet, the information age has dominated our lives ever so deeply; as mobile network technology matures, user habits change while mobile devices flourish, all contributing to the diversifying of consumer behavior and forms of consumption. Nowadays, people can browse and shop through merchandise through their phones, unrestricted by time or place, and the more powerful such functions become, the more convenience they bring to their users. The purpose of this study is to 1) understand how users differ when using distinguished user interfaces on different-sized devices, 2) understand the usability of computer and cellphone interfaces, and 3) understand the cognitive differences towards usability among Taiwanese and Chinese consumers. This object of this study is “TMall.com,” a popular shopping website in Taiwan and China. The study collected 312 questionnaires on usability experience and evaluation from consumers in Taiwan and China; such data is then submitted for usability tests and interface analysis through literature review and questionnaire survey. The results show that 1) differences in user interface on different-sized devices do affect users: difference in device sizes affects touch area which in turn affects user clicking, 2) smart phones have better interface efficiency than computers, but computers perform better in terms of verbal presentation on shopping websites, 3) Taiwanese and Chinese consumers differ in usability cognition: Taiwanese consumers focus more on the information content on shopping websites while Chinese consumers value visual experiences more.