疫情期間，實體消費受到限制，導致全球美妝產業銷售下滑。隨著數位科技快速發展與消費者行為改變，虛擬試妝（Virtual Makeup Try-On, VMT）逐漸成為品牌數位轉型的重要工具。虛擬試妝不僅降低消費者實體試妝的門檻與心理壓力，也能提升品牌曝光率與消費者參與度。根據 Grand View Research (2023) 的統計，女性仍為美妝市場的主要消費群體，且虛擬試妝使用與彩妝消費高度相關，因此衡量女性消費者對虛擬試妝的使用意圖成為研究關鍵。
    本研究以女性為目標受眾，採用科技接受模型（TAM）為理論基礎，探討知覺易用性與知覺有用性對虛擬試妝使用意圖的影響，並納入享樂價值以檢視互動體驗中的愉悅感是否也為關鍵影響因素。此外，本研究亦關注容貌焦慮對消費者行為的影響，檢驗不同容貌焦慮程度者在使用虛擬試妝時的關鍵因素是否有所差異。
    本研究透過網路問卷收集共 343 份有效樣本，並使用 LISREL 8.71 版軟體進行結構方程式分析。結果顯示，在整體有效樣本中，享樂價值與知覺易用性對使用意圖具顯著正向影響，且知覺有用性與使用態度皆扮演重要的中介角色。此外，本研究以整體有效樣本之容貌焦慮平均值做分群分析，發現低容貌焦慮者高度重視享樂價值，知覺易用性的影響力則明顯較低；高容貌焦慮者除同樣視享樂價值為重要因素外，知覺易用性的影響力亦不容忽視，說明兩者對該族群皆具關鍵影響作用。進一步比較發現，高容貌焦慮者知覺易用性的總影響力大於低容貌焦慮者，顯示焦慮程度較高的消費者對操作便利性有更高的期望。
    綜合而言，本研究證實享樂價值、知覺易用性、知覺有用性及使用態度在評估女性消費者對虛擬試妝使用意圖時的相互作用，並揭示容貌焦慮對其行為差異的影響，為美妝品牌在制定數位化策略與使用者體驗設計提供實務參考。

    During the COVID-19 pandemic, restrictions on physical consumption led to a decline in sales across the global beauty industry. With the rapid advancement of digital technology and shifts in consumer behavior, Virtual Makeup Try-On (VMT) has emerged as a critical tool for brands' digital transformation. VMT not only lowers the barriers and psychological pressure associated with physical try-ons but also enhances brand exposure and consumer engagement. According to Grand View Research (2023), women remain the dominant consumer segment in the beauty market, and the usage of VMT is highly correlated with makeup consumption. Therefore, assessing female consumers' intention to use VMT has become a key area of research.
    This study targets female consumers and adopts the Technology Acceptance Model (TAM) as its theoretical foundation. It explores the effects of Perceived Ease of Use and Perceived Usefulness on the intention to use VMT, while incorporating Hedonic Value to determine whether the playfulness derived from the interactive experience serves as an influential factor. Furthermore, the study addresses the impact of Appearance Anxiety on consumer behavior, examining whether the key determinants of VMT usage differ among individuals with varying levels of anxiety.
    A total of 343 valid samples were collected via online questionnaires, and Structural Equation Modeling (SEM) was conducted using LISREL 8.71. The results indicate that for the overall sample, both Hedonic Value and Perceived Ease of Use have a significant positive effect on usage intention, with Perceived Usefulness and Attitude Towards Using playing important mediating roles. Group analysis based on the mean value of Appearance Anxiety reveals that the low-anxiety group places a high emphasis on Hedonic Value, while the influence of Perceived Ease of Use is notably weaker. Conversely, the high-anxiety group regards Hedonic Value as important, but the influence of Perceived Ease of Use is also significant, indicating that both factors are critical for this segment. Further comparison shows that the total effect of Perceived Ease of Use is stronger for the high-anxiety group
than for the low-anxiety group, suggesting that consumers with higher anxiety have higher expectations for operational convenience.
    In conclusion, this study validates the interrelationships among Hedonic Value, Perceived Ease of Use, Perceived Usefulness, and Attitude Towards Using in assessing women's intention to use VMT. It also reveals the behavioral differences caused by Appearance Anxiety, providing practical references for beauty brands in formulating digitalization strategies and designing user experiences.

目錄
目錄	v
表目錄	vii
圖目錄	ix
第一章	緒論	1
第一節	研究背景	1
第二節	研究動機	7
第三節	研究目的	9
第四節	研究範圍及對象	9
第五節	研究流程	10
第二章	文獻回顧	11
第一節	虛擬試妝的定義、演進歷程與市場概況	11
第二節	科技接受模型（TAM）及其相關文獻	20
第三節	享樂價值及其相關文獻	28
第四節	容貌焦慮及其相關文獻	30
第三章	研究方法	32
第一節	研究架構	32
第二節	研究假說	34
第三節	研究變數之操作型定義及衡量問項	38
第四節	研究設計	44
第五節	資料分析方法	48
第四章	資料分析與結果	53
第一節	敘述性統計分析	53
第二節	結構方程式模型分析	79
第五章	研究結論與發現	106
第一節	研究結論	106
第二節	研究發現	108
第三節	研究限制與未來研究建議	112
參考文獻	114
附錄：研究問卷	124

表目錄
表3-1 本研究假說之彙整表	37
表3-2 享樂價值之操作型定義及衡量問項	38
表3-3 知覺易用性之操作型定義及衡量問項	39
表3-4 知覺有用性之操作型定義及衡量問項	40
表3-5 使用態度之操作型定義及衡量問項	41
表3-6 使用意圖之操作型定義及衡量問項	42
表3-7 容貌焦慮之操作型定義及衡量問項	43
表3-8 本研究發放問卷與回收情形	45
表3-9 本研究低與高容貌焦慮樣本之平均值明細	46
表3-10 LISREL符號說明	50
表3-11 整體模型配適度之準則	52
表4-1 整體及低／高容貌焦慮樣本之購買臉部彩妝產品經驗分布情況	54
表4-2  整體及低／高容貌焦慮購買者樣本之平均每次購買臉部彩妝產品金額分布情況	55
表4-3  整體及低／高容貌焦慮購買者樣本之平均每次購買臉部彩妝產品頻率分布情況	56
表4-4  整體及低／高容貌焦慮購買者樣本之經常購買臉部彩妝產品類型分布情況	57
表4-5  整體及低／高容貌焦慮購買者樣本之優先購買臉部彩妝產品類型分布情況	58
表4-6  整體及低／高容貌焦慮購買者樣本之主要購買臉部彩妝產品通路分布情況	59
表4-7 整體及低／高容貌焦慮樣本之使用虛擬試妝經驗分布情況	60
表4-8 整體及低／高容貌焦慮使用者樣本之得知虛擬試妝管道分布情況	61
表4-9 整體及低／高容貌焦慮使用者樣本之使用虛擬試妝原因分布情況	62
表4-10 整體及低／高容貌焦慮使用者樣本之使用虛擬試妝裝置分布情況	63
表4-11 整體及低／高容貌焦慮未使用者樣本之未使用虛擬試妝原因分布情況	64
表4-12 整體及低／高容貌焦慮樣本之體驗虛擬試妝之彩妝品牌分布情況	65
表4-13 整體及低／高容貌焦慮樣本之虛擬試妝主要體驗之臉部彩妝產品分布情況	66
表4-14 整體及低／高容貌焦慮樣本之使用虛擬試妝功能分布情況	67
表4-15 整體及低／高容貌焦慮樣本之認為使用虛擬試妝最有幫助的功能分布情況	68
表4-16 整體及低／高容貌焦慮樣本之年齡分布情況	69
表4-17 整體及低／高容貌焦慮樣本之婚姻狀況分布情況	70
表4-18 整體及低／高容貌焦慮樣本之教育程度分布情況	71
表4-19 整體及低／高容貌焦慮樣本之職業分布情況	72
表4-20 整體及低／高容貌焦慮樣本之個人每月可支配所得分布情況	73
表4-21 整體及低／高容貌焦慮樣本之居住地分布情況	74
表4-22 低／高容貌焦慮購買者樣本之主要購買臉部彩妝產品通路比較	75
表4-23 低／高容貌焦慮使用者樣本之得知虛擬試妝管道比較	76
表4-24 低／高容貌焦慮使用者樣本之使用虛擬試妝原因比較	77
表4-25 低／高容貌焦慮使用者樣本之認為使用虛擬試妝最有幫助的功能比較	77
表4-26 線性結構模型之相關參數說明	81
表4-27 整體及低／高容貌焦慮樣本模型之配適度衡量結果彙整表	85
表4-28 整體樣本衡量模式之評估結果	86
表4-29 低容貌焦慮樣本衡量模式之評估結果	89
表4-30 高容貌焦慮樣本衡量模式之評估結果	91
表4-31 整體樣本模型之假說驗證結果	94
表4-32 低容貌焦慮樣本模型之假說驗證結果	96
表4-33 高容貌焦慮樣本模型之假說驗證結果	98
表4-34 整體樣本路徑效果分析	100
表4-35 低容貌焦慮樣本路徑效果分析	102
表4-36 高容貌焦慮樣本路徑效果分析	104

圖目錄
圖1-1 全球美妝市場地區銷售額	1
圖1-2 2023年全球美妝市場消費者性別佔比	2
圖1-3 全球虛擬試妝市場規模與預測	3
圖1-4 2025年虛擬試妝市場趨勢	4
圖1-5 研究流程	10
圖2-1 MAYBELLINE虛擬試妝示意圖	12
圖2-2 2009年至2022年彩妝轉移技術重大進程	15
圖2-3 虛擬試妝運作流程	16
圖2-4 理性行為理論（TRA）架構圖	21
圖2-5 計畫行為理論（TPB）架構圖	22
圖2-6 科技接受模型（TAM）	23
圖2-7 科技接受模型I修正版（TAM I）	24
圖2-8 科技接受模型II（TAM II）	25
圖2-9 整合科技接受模型（UTAUT）	26
圖2-10 延伸型整合科技接受模型（UTAUT 2）	27
圖3-1 本研究架構	33
圖4-1 本研究整體模型之線性結構關係圖	80
圖4-2 本研究整體樣本之線性結構模型關係路徑分析圖	99
圖4-3 本研究低容貌焦慮樣本之線性結構模型關係路徑分析圖	101
圖4-4 本研究高容貌焦慮樣本之線性結構模型關係路徑分析圖	103

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