連鎖美髮業的數位轉型浪潮之下，除了自身提供的美髮服務之餘，也需要透過虛實整合，線上連結線下擴大販賣產品的機會。此外，透過數位科技的導入以維持其競爭力，並加強與顧客之間的聯繫。
本研究透過連鎖美髮業新零售O2O電商導購之使用者情境，以SOR模式針對實體商店氛圍、線上行動介面設計以及設計師推銷氛圍探討對消費者情緒以及購買意圖的影響，並結合科技接受模型探討使用者對於智能銷售客服機器人導入的接受度。透過受測者加入自創LINE官方帳號體驗完聊天機器人導購美髮相關產品流程後填答問卷，實際填答共530份問卷，扣除無效問卷2份，共計528份問卷。接著進行信度分析、相關分析、獨立t檢定、迴歸分析。
結果發現：(1)消費者情緒對實體商店氛圍與購買意圖有部分中介效果，實體商店氛圍可以直接正面影響購買意圖也可以透過消費者情緒正向影響購買意圖；(2)消費者情緒對線上行動介面設計與設計師推銷氛圍有完全中介效果，皆需要透過消費者情緒後正向影響購買意圖；(3)對於智能銷售客服銷售機器人的科技接受度高，有意願透過此數位科技購買產品。

Under the trend of digital transformation, it is no exception in the chain hairdressing industry. Apart from the hairdressing services provided by itself, it also needs to integrate online and offline to expand the opportunities for selling products. In addition, through the introduction of digital technology to maintain its competitiveness and strengthen the relationship with customers.
This research studies the user scenario of the new retail O2O e-commerce shopping redirection in the hairdressing industry to explore the impact of the physical store atmosphere, online mobile interface design, and designer sales atmosphere on the consumer mood and purchase intention by using the SOR model. Also, combined with the technology acceptance model explore the user's acceptance of the introduction of intelligent sales customer service chatbots. After responders joined the official LINE account, they could experience the process of chatbot shopping redirection about the hairdressing-related product and complete the questionnaire. A total of 530 questionnaires were received, excluding two invalid responses, with a total of 528 questionnaires in the end. Then carry out reliability analysis, correlation analysis, independent sample t-test, and regression analysis.
The results found that: (1) Consumer emotions have a partial intermediary effect on the physical store atmosphere and purchase intention. The physical store atmosphere can directly and positively influence purchase intention, and it can also greatly enhance purchase intention through consumer emotion. (2) Consumer emotions have a complete intermediary effect on online mobile interface design and designer sales atmosphere; both need to satisfy consumer emotion then elevate their purchase intention. (3) A high percentage was shown in technological acceptance of intelligent sales and customer service sales chatbots; they are willing to purchase products through this digital technology.

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