擴增實境是以擴增知覺的方式，令使用者同時感受到虛擬與真實部分，形成認知上的虛實組合，將會反映於使用者的互動行為中，此技術因具備應用潛力而受企業關注，現已能自產業、學術領域發現擴增實境技術應用於行銷的可行機會。商業的應用發展需要設計、軟體開發及行銷領域的合作，本研究由設計的角度探討擴增實境應用在試妝應用程式的限制與機會，採用科技接受模式與 EKB 模式中的消費者決策過程理論釐清消費者使用擴增實境試妝所產生的態度變化。經問卷與訪談分析得知擴增美感是影響接受程度的重要因素，此應用程式能為彩妝消費者帶來便利、隱私、趣味等實用與享樂的助益，不同類型的消費者期待的功能性相異，且在消費決策過程中擴增實境所能造成的影響也因消費者的類型相異。本研究認為在設計上應優先考量能夠真實反映產品特色的擴增內容，且操作指引更貼近消費者篩選條件的優先順序，最後推論此技術應用的價值不僅在於直接使購買意願提升，而是驅使消費者主動探索、製造更多品牌與消費者的接觸，以緊密維繫兩者的關係。

Augmented reality is a technology to enhance information by adding virtual elements onto tangible objects. The way augmented reality synchronizes virtual information with real environment has been predicted to bring benefit to commerce. It has been point out that development of augmented reality in commerce should be on the basis of three domain: Marketing, Software developing and Design. In this study we investigate consumer’s attitude toward augmented reality makeup try-on app through design perspective. Using TAM model consist with EKB model to understand consumer’s behavior, we found that perceived aesthetics is a critical variable, convenience, privacy and playfulness are the three main benefits to consumer, and they present both utilitarian and hedonic value. The two types of consumers weigh the benefits with different hierarchy and react differently in their decision processes. In the end of this research we conclude that in terms of makeup try-on app design, product demonstrating should be the priority, and based on this the design would friendlier to help consumers process their decision through similar hierarchy as they used to. It is not only the increase of purchasing but the atmosphere of encouraging exploration and chance to expose products that should be valued. Further, we infer that augmented reality makeup try-on app is a potential touch point to build relationship between brand and consumer.

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網路資料
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