以前大部分的研究都較專注於探討與網頁相關的美學，可是在時代的變化下，智慧型手機的出現改變了人們使用科技的習慣。也因為這樣的改變，使得以前僅限於網頁介面美感的研究不再全面適用於各種裝置上：因為手機的圖像及設計可能會因為版面而受到了限制，但是同時，手機也因為可以觸控或是有震動聲控等等功能，而可以與使用者之間產生更多互動。
除了手持式裝置增加的背景因素外，也會發現過去的研究很多都只探討視覺的美感，缺乏對於整體互動體驗的美學相關研究，消費者要如何透過產品、環境或品牌等等的互動體驗而產生美的知覺，並進而形成對於品牌的情感或認識，則少見有相關研究。本研究將首先透過文獻探討，整理出互動美學之範疇，並發展出具有信、效度的衡量工具，期望這個結果將可提供學者與實務界對於互動美學有更完整的瞭解。
在探討過相關文獻後，我們將互動美學範疇分為易適應性、戲劇架構性與流暢性。接著我們將進一步探討消費者在體驗服務過程中感受到的美感，對於品牌經驗與品牌自我連結之影響。我們使用Brakus所建立的品牌經驗做為中介變數。研究結果發現，易適應性、戲劇架構性與流暢性皆會正向影響消費者的感官經驗、情感經驗、知覺經驗與行為經驗。此外，消費者的品牌經驗也對產生品牌自我連結有正向效果。

Aesthetics is important when it comes to designing service system or product. The emergence of mobile phone has changed the behavior of people how to use technology. Communication media have already transformed from the computer to the mobile phone that can be easily used at any place and time. Also, the interaction function on the mobile devices like touch, voice-activated provide users a better brand experience through mobile apps interactions. In the emerging field of user experience, the concept of interaction aesthetic generally applies on apps aesthetic design.
Moreover, although aesthetics has received great attentions, research on the relationship between aesthetics and brand experiences is relatively sparse. It is acknowledged that past aesthetics literatures mostly focused on the discussions of visual design, the goal of this study seeks to investigate the gap between aesthetics and customer brand connection by applying interactive aesthetics literature to the domain of consumers’ brand experience.
After reviewing literatures, this study consists of introducing three aesthetic interaction qualities, or concepts that are intended to be used for addressing the notion of aesthetics of interaction, which are pliability, dramaturgical structure and fluency. To further know how interactive aesthetics perceptions influence consumer’s brand experience and self-brand connection, we used Brakus’s four dimensions of brand experience for the mediator effect of this study. The results show that three dimensions of interactive aesthetics (pliability, dramaturgical structure and fluency,) have significant impact on each dimensions of brand experience, also proves that brand experience have significant impact on users’ self-brand connection.

1.Introduction 1
2.Theoretical Issues and Hypotheses 6
2.1Aesthetics and App aesthetics 6
2.2Interactive aesthetics 9
2.3Dimensions of interactive aesthetics 12
2.3.1 Pliability 12
2.3.2. Dramaturgical structure 16
2.3.3 Fluency 23
2.4 Brand Experience 27
2.5 Self-brand Connection 29
3. Methodology 33
3.1 Research Framework 33
3.2 Questionnaire Design 33
3.3 Sample and data collection 34
3.4 Measures 35
3.4.1 Interactive Aesthetics 35
3.4.2 Brand Experience 36
3.4.3 Self-brand Connection 37
4. Analysis 38
4.1 Reliability and Validity 39
4.2 Hypothesis testing 42
4.3 Mediating Testing 45
5. Conclusion 49
5.1 Discussion 49
5.2 Limitation and Future Directions 52
Reference 54

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