美妝產業的數位潮流:科技創新的應用與消費者行為研究

Abstract

美妝產業歷史悠久且挾帶可觀的產值。近年來，大環境不斷變動，如今已經來到所謂的數位世代。面對這些改變，不可避免地，傳統美妝產業需要調整自身步伐以跟上潮流，否則他們將被時代的洪流所淹沒。 此研究為美妝產業革新的觀察筆記，旨在向大眾介紹美妝科技的應用，同時提供一個全面性的洞見，闡述美妝產業如何與科技創新互動，透過人工智慧(AI)、增廣實境(AR)的引介並結合美妝保養品以創造嶄新的顧客服務體驗，進而促進產業整體發展。由此，本論文針對相關應用提出討論，究竟這些美妝科技革新是否在消費者的購買意願層面上帶來影響。為了回答這個問題，在研究過程中我們涵蓋了專家訪談，透過美妝業者與美妝科技開發者的見解，我們不只看到美妝科技帶來的益處，同時也探討這些科技所帶來的隱憂與其相對的因應措施；另一方面，針對消費者意向，我們也設計了問卷，以更了解普遍大眾對美妝科技應用的偏好和意見。 總體而言，美妝科技是可預見的未來趨勢。根據本研究的結果，除了目前美妝科技在影響客戶購買意願層面的力道稍嫌不足之外，我們確實觀察到美妝科技所帶來的正向效益，且這些改變仍持續發酵。追求美是人類的天性，這些革新關乎你我，我們都應該持續關注。

Beauty industry has been a long existing industry and carries with considerable market value. The overall circumstance is changing and we are now in the digital era. It is inevitable for the industry to flow with the time and to adapt themselves to the dynamics or they may not be able to survive under the current competitive tide of technology advancements. This research provides an overview on how beauty industry employs new technology innovations to deliver brand-new experience to serve their customers and to create new opportunities for keeping themselves to stay sustainably. Besides, in the research we discuss the question of how these practices, namely virtual makeup and skin diagnosis, influence customer purchase intention. To answer the question, in the following contents, it includes insights obtained from expert interview from both beauty brand representatives and beauty technology developers, which indicates not only the benefits happened as a consequence, but also addresses related issues concerned and the measures taken for responding at the same time. On the other hand, consumer questionnaire survey is designed and conducted via online channels, from which we get to know the preferences and the opinions of mass population towards the application of beauty technology. Overall speaking, beauty technology is the viewable future trend. Other than it currently does be evidenced to bring less power on influencing customer purchase intention according to the survey results, there are already positive changes observed and it is still happening on the way. Beauty not only caters to those who are under spotlights but also applies to you and me in different contexts of our daily life. We should all take it rather seriously.