隨著網際網路的普及以及疫情的波及，線上購物已逐漸成為新常態。近年由於行動支付的普及、完善及快速的物流系統以及直播導購的盛行，使得美妝線上購物市場逐漸發熱成熟。但由於美妝產品是直接接觸臉部的產品、且根據膚質的不同會產生不同反應及效果，因此消費者在購物前會多方尋求相關產品的評價進而降低其不確定因素及反應。
本研究探討當前在化妝品及保養品的產業中社交媒體上不同的訊息發佈者(朋友/意見領袖（網紅）/陌生人)所分享的eWOM是如何影響消費者的購買動機，並透過Ismail Erkan等人所開發出的IACM模型之七個測量項目作為解釋研究架構中的假設，分別有：網路評價的訊息品質、訊息可信度、消費者對於訊息的需求、訊息的態度、訊息有用性、訊息採用，以及對消費者的購買動機及意願。研究對象則針對台灣地區18歲至30歲區間並且使用Instagram、Dcard、Facebook與PTT的消費者進行調查，採用網路方式進行發放問卷，最終共計發放270份問卷，在剔除13份填答不完整與勾選同一程度之無效問卷後，回收問卷為257份，回收比率為95.1％。本研究結果發現:
（一）由於本研究直接套用Erkan and Evans(2015)提出IACM模型，並假設作者的研究假說及結果為正確，進行本研究之研究基礎，但並未考慮到產業別的不同、樣本數的不同、國風認知的不同，因此最後本研究結果出現不顯著的情況，假說皆不成立，所以顯示朋友/意見領袖/陌生人三者對於消費者之購買意圖並無顯著差異，因此我們透過結構方程模式模型探討，在不同訊息發佈者中，IACM模型之七個測量項目之影響路徑。
（二）第二階段分析是藉由探討結構方程模式模型分析不同變數之間的路徑關係，發現在朋友及熟識的人所發佈的化妝品/保養品的使用體驗文章後的感想中，對於消費者而言，當購物訊息是由「朋友」或者意見領袖（網紅）所發佈時，資訊的透明程度會使得消費者更願意相信訊息為有用可參考之資訊，進而產生購買行為；在匿名的社群媒體發佈化妝品/保養品的使用體驗文章，由於在匿名的社群媒體中，訊息發佈者多半為陌生人，資訊並非完全透明，因此「訊息可信度」對於消費者而言並非是影響其購買意圖的重要因素。因此，對於消費者而言，可能會根據過去經驗或者陌生人過去的發文數量等，影響到其對於理性行為意圖及想法的態度，因此當陌生人所發布的購物訊息，對於消費者而言產生的理性行為意圖及想法為正面時，可能會使其認為訊息為有用可參考之資訊。

 

With the popularity of the Internet, online shopping has gradually become the new normal. In recent years, due to the popularity of mobile payment, the perfect and fast logistics system and the popularity of the beauty online shopping market has gradually become mature. However, since beauty products are directly to the face and have different reactions and effects depending on the skin type, consumers will seek reviews of related products from various sources before shopping to reduce their uncertainties and reactions.
This study explores how eWOM shared by different messagers (friends/KOL /strangers) on social media currently affects consumers' purchasing motivation in the cosmetics and skin care products industry, and use the seven measurement items of the IACM model to explain the assumptions in the research framework.
The research subjects were surveyed among consumers in Taiwan between the ages of 18 and 30 who used Instagram, Dcard, Facebook, and PTT. In the end, a total of 270 questionnaires were distributed, 13 were excluded, and the recovery rate was 95.1%. The results of this study found that:
(1) Since this study directly applies the IACM model proposed by Erkan and Evans (2015), and assumes that the author's research hypothesis and results are correct, the research basis for this study is carried out, but it does not take into account differences in industries and sample sizes. , national style cognitions are different, so in the end, the results of this study are not significant, and the hypothesis is not valid, so it shows that there is no significant difference between friends/opinion leaders/strangers in consumers' purchase intentions, so we use the structural equation model. The model explores the impact paths of the seven measurement items of the IACM model among different message publishers.
(2) Our research finds that when the shopping information is published by "friends" or familiar KOL , consumers are more willing to believe that the information is useful and can be referred to, and then generate purchase behavior; In other hand, when the shopping information is published by strangers, customer believed that the information is not completely transparent, so "message credibility" is not an important factor affecting consumers' purchase intentions. Therefore, for consumers, their attitudes towards rational behavior intentions may be affected by past experience or the number of posts posted by strangers in the past. In conclusion, when shopping information posted by strangers, consumers will have an Positive rational behavioral intentions and thoughts may lead them to view the information as useful and referable.

論文審定書ⅰ
致謝ⅱ
摘要ⅲ
目錄ⅶ
Abstract ⅴ
圖次ⅷ
表次ⅸ
第一章緒論1
第一節研究背景與動機1
第二節研究目的2
第三節研究流程2
第二章文獻探討4
第一節何謂網路口碑4
第二節社群媒體對於網路口碑的影響6
第三節網路口碑對於消費者行為影響7
第四節不同訊息發佈者對於消費者行為影響11
第三章研究方法12
第一節研究架構12
第二節研究假說13
第三節研究設計15
第四節資料分析方法20
第四章實證結果分析23
第一節樣本特性描述23
第二節各構面平均數分析26
第三節信度分析34
第四節驗證性因素分析37
第五節變異數分析47
第六節結構方程模式50
第五章結論與建議58
第一節研究結論58
第二節管理實務意涵59
第三節研究限制與後續相關研究建議59
參考文獻61

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