本研究探討瓜地馬拉的 Z 世代在決定購買護膚產品時，會受到哪些因素的影響，並比較以 AI/AR 為基礎的虛擬試用系統與傳統的專人諮詢。隨著數位美容工具日漸普及，了解年輕消費者對這些技術與面對面諮詢的反應非常重要。我們對156位年齡介於 18 到 27 歲的參與者進行了線上調查，每位參與者都被分配到兩種諮詢類型中的一種。研究的主要因素包括真實性、社交舒適度、隱私疑慮和認知的情感慰藉。調查結果顯示，雖然 AI/AR 和人工諮詢都會導致相似的購買意圖，但背後的原因卻有所不同。數位體驗更依賴於感知到的真實性和情感慰藉，但會引起更多的隱私疑慮。相比之下，人工諮詢因其專業性而更受信任。本研究建議，要進駐瓜地馬拉的美容品牌或是想去做生意的創業家應改善數位工具的真實性與透明度，同時繼續提供專人諮詢與指導，以符合 Z 世代的喜好。

This study explores what influences Generation Z in Guatemala when deciding to buy skincare products, comparing AI/AR-based virtual try-on systems with traditional human consultations. As digital beauty tools grow in popularity, it is important to understand how young consumers respond to these technologies versus face-to-face advice. An online survey was conducted with 156 participants aged 18 to 27, each assigned to one of the two consultation types. Key factors examined included source authenticity, social comfort, privacy concerns, and emotional comfort. The findings show that while both AI/AR and human consultations lead to similar purchase intentions, the reasons behind them differ. Digital experiences rely more on source authenticity and emotional comfort but raise more privacy concerns. In contrast, human consultations are trusted more for their expertise. This study suggests that beauty brands going into Guatemala or entrepreneurs looking to go into business should improve the authenticity and transparency of their digital tools, while continuing to provide personal counseling and guidance to meet the preferences of Generation Z.

論文審定書Thesis Validation letter i
摘要 ii
Abstract iii
Table of contents iv
Table of Figures vi
Table of Tables vii
Chapter 1: Introduction 1
Chapter 2: Literature review 4
2.1 Skincare Market in Latin America and Guatemala 4
2.2 Generation Z’s culture and digital behavior in Guatemala 6
2.3 AI/AR in Skincare Marketing 8
2.4 Source authenticity 10
2.5 Social Pressure 12
2.6 Privacy Concerns 13
2.7 Emotional Comfort 15
2.8 Purchase Intention 17
2.9 Hypotheses Development 19
2.10 Research Model 21
Chapter 3: Research Methodology 23
3.1 Research Design 23
3.2 Data collection strategy 23
3.2.1 Data Sources 23
3.2.2 Questionnaire Design 25
3.2.3 Respondent Profile 26
3.3 Data Analysis Strategy 27
Chapter 4: Results 30
4.1 Descriptive statistics 30
4.2 Reliability Analysis 32
4.3 Independent Samples T-tests 34
4.4 Regression Analysis 35
Chapter 5: Conclusion 42
Reference 44
Appendix 1: Questionnaire in English 51
Appendix 2: Questionnaire in Spanish 54

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