使用擴增實境美妝APP對於彩妝品線上購買意願之研究

CCUR > College of Business > Master program of business administration in practicing > thesis > Item 987654321/44864

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/44864

Title:	使用擴增實境美妝APP對於彩妝品線上購買意願之研究 Research of Augmented Reality Beauty App on Color Cosmetics Online Purchase Intention
Authors:	黃玟綺
Contributors:	企業實務管理數位碩士在職專班
Keywords:	美妝App 擴增實境數位服務時尚涉入 Beauty App Augmented Reality Electronic Service Convenience Fashion Involvement
Date:	2019
Issue Date:	2019-08-13 10:44:32 (UTC+8)
Abstract:	隨著行動裝置普及下，行動商務早已融入人們的日常生活之中。加之行動裝置科技在日新月異之下，也讓彩妝使用者可別於以往，不再只是將彩妝app當成休閒娯樂時的軟體。而是能省下先到實體店體驗彩妝效果後，再行購買的行為的工具。即彩妝消費者可在線上試完妝後，直接進行線上產品下單的app。雖然，一站式消費模式早已不是新鮮的方式，但對於著重於線下體驗的彩妝消費而言，在未實際接觸產品就直接進行線上下單購買產品，仍具一定風險。因此在彩妝領域上仍屬於新式消費模式。本研究目的主要在探討在未見過產品或未經過實際試妝前，彩妝消費者透過行動裝置上的擴增實境科技，以擴增知覺的模式，增加彩妝使用者感受虛擬與真實結合的體驗程度，進而反映在線上進行購物的意願。本研究同時進一步探討，時尚涉入程度及數位服務便利性，是否會干擾其變數間的關係。本研究之問卷以台北市中心的鬧區進行分層隨機之問卷發放為主，並回收有效樣本為214份。研究結果顯示，使用者的時尚涉入程度及對美妝app的數位服務便利性程度分別皆具有正向的影響。易言之，時尚涉入程度高的使用者採取線上下單的機會較高，且當美妝app提高數位服務的便利性，也可提高用戶線上下單的意願。本研究討論理論及實務上之意涵，並對未來研究提出建議。 The purpose of this study is to explore the willingness of online shopping in make-up products. Further, to explore the degree of fashion involvement and the electronic service convenience interfere with the relationship between variables. The questionnaire of this study was distributed by a randomized questionnaire in the downtown area of Taipei, and 214 valid samples were collected. The results of this study shown that the user's fashion involvement and the digital service convenience of the beauty app both have a positive impact. In other words, users with high degree of fashion involvement have a higher chance of online purchase. Using the beauty app improves the electronic service convenience and then increases the willingness of online purchase. The result of this study can provide theoretical implications and practical suggestions for enterprises. Finally, this study provides some recommendations for future research.
Appears in Collections:	[Master program of business administration in practicing] thesis

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	338	View/Open

View Licence

Loading...