AI美容虛擬試妝意願之研究

A Study on Consumers’Intention to Use AI Virtual Makeup

本研究主要探討生成式AI科技（包括擴增實境、虛擬實境與影像生成等），未來在美容化妝品銷售產業中的可能應用，例如AI美容虛擬試妝服務。希冀協助美妝銷售業者，未來能夠應用生成式AI科技協助試妝服務轉型，以提升顧客滿意度。自從ChatGPT 3.5版本問世後，多數民眾都可感受到生成式AI科技的魅力與可應用性，然而台灣消費者對於AI美容虛擬試妝服務的知覺易用、知覺可靠、績效期待及使用意願之間關聯性仍未被明確證實。而為填補此一文獻的不足，本研究以能耐配適理論觀點建立一個實用架構，希冀能對美妝銷售業者提供一些實務啟發與試妝服務加值建議。本文採用量化分析法，並蒐集到205位美妝用戶有效資料。研究結果發現，AI相對優勢對所有三個資源配適構面均有顯著影響，而AI環境相容僅正向影響績效期望與易用知覺而已。此外，我們也發現所有AI資源配適構面對於消費者的AI虛擬試妝服務意願均呈現正向顯著影響。而AI易用知覺與可靠知覺現階段必須透過使用意願來提升AI虛擬試妝服務的消費者滿意度。

This study explores the applications of generative AI technologies, including augmented reality, virtual reality, and image generation in the future sales of beauty and cosmetics products. A particular focus is placed on AI virtual makeup try-on services. The objective is to assist beauty retailers in leveraging generative AI technologies to transform their virtual makeup try-on services, ultimately enhancing customer satisfaction. Since the launch of ChatGPT 3.5, the public has increasingly recognized the appeal and applicability of generative AI technologies. However, the relationships between perceived ease of use, perceived reliability, performance expectations, and consumers' intention to use AI virtual try-on services in Taiwan remain underexplored. To address this gap in the Taiwanese context, this study adopts the affordance theory to establish a practical framework that provides insights and value-added recommendations for beauty retailers. A quantitative approach was employed, collecting valid data from 205 beauty product users. The findings indicate that the relative advantages of AI significantly influence all three dimensions of AI affordance. However, AI environmental compatibility only has a positive impact on performance expectations and perceived ease of use. Furthermore, the results demonstrate that all dimensions of AI affordance positively and significantly affect consumers' intention to use AI virtual try-on services. Notably, both perceived ease of use and perceived reliability must be enhanced through consumers' willingness to use these services to improve overall satisfaction with AI virtual try-on experiences. This study offers valuable practical insights for beauty retailers considering the implementation of AI-powered virtual makeup try-on solutions.