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Title:	以體驗行銷模組及價值、購買意圖及腦波評估線上擴增實境試妝與線下實體試妝對消費者影響之差異 Differentiating Consumer Influence between Online AR Makeup and Offline Makeup Trials: An Examination through Experiential Marketing Modules and Value, Purchase Intent, and EEG Evaluation
Authors:	黃加琪 Wong, Ka Ki
Contributors:	陳聖智簡士鎰 Chen, Sheng-Chih Chien, Shih-Yi James 黃加琪 Wong, Ka Ki
Keywords:	擴增實境實體試妝體驗行銷購買意圖腦波評估 Augmented Reality, Physical Makeup Trial Experiential Marketing Purchase Intention EEG Assessment
Date:	2024
Issue Date:	2024-09-04 14:50:36 (UTC+8)
Abstract:	隨著科技的進步，擴增實境（AR）已經逐漸成為消費者體驗行銷的重要工具。本研究旨在探討線上擴增實境試妝與線下實體試妝對消費者的影響差異。通過結合體驗行銷模組及價值、購買意圖以及腦波評估的方法，本研究分析了不同試妝方式對消費者的影響。研究結果顯示，消費者在選擇試妝體驗時存在明顯的偏好差異，大多數受測者仍偏好實體試妝體驗。通過訪談，我們發現消費者對於不同試妝體驗的偏好主要取決於他們對色差的接受程度。選擇能接受色差問題的受測者在腦波分析中顯示，她們在試妝過程中主要關注的很大程度可能是口紅顏色是否適合自己的整體面部效果，而不是線上與線下試妝口紅顏色的實際差距。基於此發現，本研究建議線上AR試妝體驗的未來發展可以進一步優化顏色展示功能。除了改善色差問題外，還應考慮如何更好地展示化妝品顏色與消費者面部的適配性。例如，針對不同膚色、深淺度甚至開發口紅疊擦效果的功能，可以更好地滿足消費者在試妝時的需求，增加線上試妝體驗的變化與趣味性。總結來說，線上擴增實境試妝和線下實體試妝各有其優勢和不足，企業在進行體驗行銷時應該根據目標消費者的需求和偏好選擇適當的試妝方式，以最大化行銷效果。 With the advancement of technology, Augmented Reality (AR) has become an important tool in experiential marketing. This study explores the differences in consumer impacts between online AR makeup trials and offline physical makeup trials. By integrating experiential marketing models, perceived value, purchase intentions, and EEG assessments, this study analyzes the impact of different makeup trial methods on consumers. Results show that consumers have distinct preferences for makeup trial experiences, with the majority preferring offline trials. Interviews revealed that consumer preferences depend mainly on their acceptance of color discrepancies. EEG analysis of participants who accepted color discrepancies indicated they focused on whether the lipstick color suited their overall appearance rather than the actual color difference. We suggest future online AR makeup trial developments should optimize color display functionalities. This includes improving color discrepancies and better showcasing cosmetic compatibility with consumers' faces. Features for different skin tones and layered lipstick effects can enhance online makeup experiences. In summary, online AR and offline makeup trials have unique advantages and disadvantages. Companies should choose the appropriate method based on target consumers' needs and preferences to maximize marketing effectiveness.
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Description:	碩士國立政治大學數位內容碩士學位學程 110462019
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0110462019
Data Type:	thesis
Appears in Collections:	[Master`s Program in Digital Content and Technologies] Theses

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