智慧型裝置的興起連帶品牌意識的抬頭，越來越多品牌在行動裝置上設置應用程式，而美感設計也成為不同品牌在應用程式介面的設計中差異化的重要要素。不同的品牌在設計應用程式時，對於介面的美感設計也會有不同的應用，期望藉此提高牌品牌經驗。也因為消費者中包含各種不同的人格特質，會對於不同品牌的應用程式中，受到不一樣的感官刺激而有不一樣的品牌體驗，因此，本研究希望從企業的角度出發，看要如何在競爭激烈的同業中，設計出引起消費者注意的應用程式，同時提升消費者的品牌經驗。
本研究旨在主要探討APP介面美感設計中三大介面設計元素(經典式設計、表現是設計和互動性設計)如何提升顧客的品牌經驗，並以謹慎性、外向性等兩大人格特質為干擾變數。其研究對象主要為台灣地區持有行動型裝置的使用族群，回收樣本為368份：分別透過因素分析、相關分析及迴歸分析，探討各變數之間的關係。
經由實證分析，本研究結果如下：研究結果發現在APP介面美感設計中放入經典式設計、表現式設計和互動性設計等介面分類元素，皆能有效提升品牌經驗，亦即具有完全有正向顯著影響。此外，在設計APP介面美感時，放入不同程度的經典式設計、表現式設計和互動性設計介面元素的同時，不同程度的謹慎性和外向性之人格特質的消費者，其品牌經驗皆會有顯著的影響。

In the recent years, APPs (mobile applications) have been a new channel for brand marketing since the rise of the internet and various mobile devices. As previous research, customers’ personality traits play a crucial role on targeting market, and aesthetics is an important factor of APPs system design which result in different stimuli for users on their using experience.
Although design aesthetics has received attentions, research on the relationship between design aesthetics and brand experiences on mobile apps is relatively sparse. As a result, this study seeks to investigate the effect of brand experience on different APPs aesthetic design. Also observes the moderation effect of different personality traits between aesthetic design and brand experience.
This research proposes three aesthetic dimensions for mobile apps, including classical, expressive, and interactive aesthetics. Result indicated that these three aesthetic design have positive significant effect on brand experience. In addition, the result shows both conscientious and extraversion personality traits moderate between aesthetic design and brand experience. These findings can be applied to marketing strategy and decision-making for brand apps to provide insights for application or brand developers.

Table of Content
1. Introduction 1
2. Theory and Hypothesis 5
2.1 Brand Experience 5
2.2 APP aesthetics 9
2.3 Three APPs Aesthetics factors and Brand Experience 10
2.3.1 Classical APP Aesthetic 11
2.3.2 Expressive APP Aesthetic 12
2.3.3 Interactive APP Aesthetic 13
2.4 Moderation Effect of Personality Traits 15
3. Methodology 20
3.1 Research Framework 20
3.2 Questionnaire Design 20
3.3 Sample and Data Collection 23
3.4 Measures 25
3.4.1 APP Aesthetic Factors 25
3.4.2 Brand Experience 26
3.4.3 Moderation of Personality Traits 27
3.4.4 Control Variables 27
4. Result 28
4.1 Reliability and Validity 28
4.2 Hierarchical Regression analysis 31
4.2.1 Conscientiousness as moderation 33
4.2.2 Extraversion as moderation 34
5. Conclusion 35
5.1 Discussion and Implications 35
5.2 Limitation and Future Direction 37
References 39

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