過去擴增實境技術應用於美妝上有許多的技術限制，而近年來由於技術上的改良，使得擴增實境運用於美妝行銷上的應用程式日漸興起，而台灣也興起了此種應用程式與美妝品牌合作的商業模式，因此本研究將探討擴增實境技術應用於美妝應用程式對於消費者之購買意圖的影響。
本研究以功利價值與享樂價值為本研究架構之基礎，蒐集各構念之相關文獻來建立衡量問項，並採用網路問卷調查的方式，使用SPSS24及SmartPLS等統計軟體進行資料分析，藉由探討構念間的關係以驗證擴增實境技術應用於美妝應用程式對於消費者之態度及購買意圖的有顯著影響的重要因素。研究結果顯示，消費者透過擴增實境試用美妝產品時，其購買意圖並不會受到享樂價值及功利價值的直接影響，但會透過消費者產品態度對其購買意圖產生積極影響，而擴增實境的網真特性透過帶給消費者對線上美妝產品更加真實的體驗，會直接顯著影響消費者的購買意願，並且還會對享樂價值及功利價值對產品態度的影響具有調節作用，另外擴增實境帶給消費者的感知風險會直接對購買意圖造成影響。
本研究期望提供一個理論架構，歸納出美妝應用程式的擴增實境對於消費者之購買意圖有積極影響之變數，提供美妝產品企業利用擴增實境技術銷售的重要因素與可改善之方向，並將本研究之結果做為日後研究之基礎與參考。

The application of augmented reality technology to beauty cosmetics had many technical limitations in the past. However, in recent years, due to technological improvements, the application of augmented reality for cosmetics marketing has gradually emerged, and the business model of cooperation between such applications and beauty cosmetics brands have also emerged in Taiwan. Therefore, this study will explore the impact of augmented reality technology applied to beauty cosmetics applications on consumers’ purchase intentions.
The research is based on the utilitarian value and hedonic value as the basis of the research framework. It collects relevant literature on various dimensions to establish measurement questions. It uses online questionnaire surveys and uses statistical software such as SPSS24 and SmartPLS for data analysis. Explore the relationship between the dimensions to verify the key factor that the application of augmented reality technology to beauty cosmetics applications has significant influence on consumers' attitudes and purchase intentions. The research results show that when consumers try beauty cosmetics through augmented reality, their purchase intention will not be directly affected by hedonic value and utilitarian value, but it will have a positive impact on their purchase intention through attitudes. And the telepresence of augmented reality will directly and significantly affect consumers’ purchase intentions by bringing consumers a more realistic experience, and it will also have an moderation effect on hedonic value and utilitarian value to product attitudes.
This research is expected to provide a theoretical framework, hope to summarize the variables that the augmented reality of beauty cosmetics applications has a positive impact on consumers' purchase intentions, and to provide the cosmetics product-oriented business with the importance of using augmented reality technology to sell factors and directions for improvement, and to use the results of this research as the basis and reference for future research.

論文審定書 ………………………………………………………………………………….. i
中文摘要 ……………………………………………………………………………………. ii
英文摘要 …………………………………………………………………………………… iii
目錄 …………………………………………………………………………………………. v
圖次 ………………………………………………………………………………………... vii
表次 ……………………………………………………………………………………….. viii
第一章 緒論 ………………………………………………………………………………... 1
第一節 研究背景 ……………………………………………………………………... 1
第二節 研究動機 ……………………………………………………………………... 2
第三節 研究目的 ……………………………………………………………………... 3
第四節 研究流程 ……………………………………………………………………... 4
第二章 文獻回顧 …………………………………………………………………………... 5
第一節 擴增實境 ……………………………………………………………………... 5
第二節 網真 …………………………………………………………………………... 6
第三節 功利價值與享樂價值 ………………………………………………………... 6
第四節 感知風險 ……………………………………………………………………... 8
第五節 逃避現實 ……………………………………………………………………... 8
第六節 態度與行為意圖 ……………………………………………………………... 9
第三章 研究方法 …………………………………………………………………………. 11
第一節 研究架構 ……………………………………………………………………. 11
第二節 研究假說 ……………………………………………………………………. 11
第三節 操作型定義與衡量問項 ……………………………………………………. 15
第四節 研究設計 ……………………………………………………………………. 19
第四章 資料分析 …………………………………………………………………………. 21
第一節 樣本基本資料分析 …………………………………………………………. 21
第二節 信度與效度分析 ……………………………………………………………. 24
第三節 共同方法變異分析 …………………………………………………………. 27
第四節 模型與假說驗證 ……………………………………………………………. 29
第五章 結論與建議 ………………………………………………………………………. 33
第一節 研究結果與討論 ……………………………………………………………. 33
第二節 理論及實務意涵 ……………………………………………………………. 36
第三節 研究限制 ……………………………………………………………………. 38
第四節 未來研究方向 ………………………………………………………………. 39
參考文獻…………………………………………………………………………………... 41
附錄一 正式問卷 …………………………………………………………………………. 49

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