保養化妝品網路商店近年來成立越來越多，在網路上購買保養化妝品也日趨頻繁，保養化妝品的市場也仍然持續增加，但對消費者而言保養化妝品在網路上販售並非如店面能使用到，因此在保養化妝品網路商店中，能影響消費者購買的因素有很多，其中消費者在主觀上對於產品的特性以及整體保養化妝品網路商店的感知也為因素之一，以及不同的網站類型消費者是否會有不同的影響感受，為本研究探討主旨。
本研究透過文獻探討，以Davis(1989)所提出的科技接受模型為架構基礎，以消費者對保養化妝品網站的認知，加入網站特性認知以及產品品質認知做為外生變數，探討對於保養化妝品網站的認知易用性、認知有用性以及購買意願影響，以及保養化妝品網站類型眾多，本研究主要將其網站所販售產品分類，以產品販售為「垂直式」、「水平式」兩種網站類型，加入於變數中，探討是否具有干擾效果。
本研究回收共590份問卷，其量化結果顯示網站特性認知與產品品質認知對於認知易用性與認知有用性有顯著影響，進而影響購買意願，而研究發現消費者對於不同類型網站，在產品品質認知方面，垂直式網站與水平式網站有顯著差異，垂直式網站對消費者的產品品質認知影響網站認知易用性與有用性較水平式顯著。其研究結果可以做為對業者在架設經營保養化妝品網站時的一個參考依據，若在網站上注重消費者對產品的認知，便能提升消費者的意願促進商品銷售。

The online store of care products and cosmetics established in recent years more and more, purchased the care products and cosmetics on the online store to become more frequent, the market is still increasing continuously, but the online store is not like offline store can use. Therefore, the care products and cosmetics online stores have many factors which can affect consumer. Among of the factors are the consumer has subjective to the characteristics of the product and perceived of the online store, as well as different type of the online store can affect consumer to make different perceived. This is the purpose of this study.
In this study, the literature review on the technology of Davis (1989) as the basis of the science and technology acceptance model, the consumer's understanding of the care products and cosmetics website, the website characteristic perception and the product perception as the external variables, the purpose of this study is to classify the products sold by its website, and the products are sold as "vertical" and "horizontal". Type, added to the variable, to explore whether the interference effect.
In this study, a total of 590 questionnaires were collected. The results showed that the characteristics of website perception and product quality perception had a significant effect on perceived ease of use and perceived usefulness, which affected the purchase intention. The study found that consumers were of different types of websites. Perception aspects, vertical sites and horizontal sites have significant differences, the vertical site of the consumer product quality awareness of the site awareness of the ease of use and usefulness more significant level. The results of the study can be used as a reference for the industry in the establishment of the care products and cosmetics website, if they focus on consumer awareness of the product perception, it will be able to enhance the consumer's desire to promote merchandise sales.

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