智慧型手機的出現改變了人們使用科技的習慣，人們的溝通媒介從電腦逐漸轉移到了可以隨時方便攜帶的手持式裝置。而手持式裝置的大量運用也讓品牌更有意願投注更多的注意力在APP上。經由Interband的調查，在2011前100大全球品牌裡已有91%的品牌有屬於自己的APP;有此可知,大部分的知名品牌將APP視為一個在這個手機時代，和消費者溝通的管道之一。

本篇主要在探討APP的介面如何影響品牌經驗。藉由過去網頁美感的文獻及手機特有的特性，我們將APP的介面分為三類。經典型介面是有條理、整齊的，且能幫助使用者有效率的達到使用目標；表現型介面能表現設計者的創意，不受特定限制規範，在使用過程當中使用者能感受到聲光效果; 互動型介面是一能夠主動地針對使用者行為進行回應，不只注重視覺經驗也注重使用經驗。因此三種介面有其不同的特性，
我們同時討論在不同商品類別(享樂品、功利品)的情境下，此三種介面類別對品牌經驗將呈現什麼樣的影響。而研究結果顯示，經典型介面及互動型介面在功利品的情形下，對品牌經驗有正向的影響。

The appearance of mobile phone change the behavior of people how to use technology. From the computer to the mobile phone, communication media have already transformed. Due to the massive use of mobile devices, Brands have more willing to pay more attention on Apps. Among top 100 global brands reported by the Interbrand, 91% of them have released brand-related mobile apps in major app stores. Therefore, most of the famous brand have already seen App as the channel to contact consumer.
This study is mainly focus on how app aesthetics impact brand experience. Based on the previous study about web-based aesthetics and the character of mobile devices, we classify the App aesthetics into three types: classical aesthetics is orderly and clearly, it also can help users to attain their goals efficiently. Expressive aesthetics can expressive the creativity of designers, it can provide sensory experience to users and break the design conventions. Interactive aesthetics can actively respond to users, it not only focus on visual experience but also holistic experience of its use. Due to the difference of three aesthetics, we also discuss how these aesthetics affect brand experience under different context of product type. And the results show that classical and interactive aesthetics will generate more brand experience when the product type is utilitarian than hedonic.

Table of Contents
1. Introduction...................................1
2. Theoretical Issues.............................5
2.1 Brand Experience on mobile Apps................5
2.2 Utilitarian and hedonic product................7
2.3 Design Aesthetics in Mobile Commerce...........8
2.3.1 Classical aesthetics........................10
2.6.3 Expressive aesthetics.......................11
2.6.4 Interactive aesthetics......................13
2.4 Theoretical Framework.........................15
3 .Methodology....................................15
3.1 Questionnaire Design..........................16
3.2 Pretest.......................................16
3.2 Data Collection...............................19
3.3 Measures......................................19
4 .Analysis.......................................22
4.1 Reliability and Validity......................22
4.2 Hypotheses Tests..............................24
4.2.1 Impact of Classical aesthetics and Product Type on Brand experience..................................27
4.2.2 Impact of Expressive aesthetics and Product Type on Brand experience..................................27
4.2.3 Impact of Interactive aesthetics and Product Type on Brand experience...............................29
5. Conclusion.....................................29
5.1 Discussion and implications...................29
5.2 Limitation and Future Directions..............32
Appendix..........................................34
References........................................36
List of tables
Table 1 Results of product type...................17
Table 2 Score of apps in each aesthetics..........18
Table 3 The measurements in questionnaire.........21
Table 4 Means, Standard deviations and correlations ..23
Table 5 Measurement model estimation and basic statistics ..24
Table 6 Results of hierarchical regression analysis ..26


List of figures
Figure 1.The framework of this study..............15

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