數位時代來臨，許多消費者習慣在購物前上網搜尋他人分享的文章或是觀看知名部落客的開箱文，特別像是電子產品、美妝保養、時尚穿搭等。本研究目的主要為探討網紅經濟對於消費者在購買美妝產品的影響力，以期能更瞭解消費者於購物前行為之關鍵要素。並從問卷結果分析科技接受模式的各項假設是否成立，從中解釋與討論網紅對消費者的行為影響、產品認知對於信任的影響、信任對於購買意願的影響，且會不會產生對產品的忠誠。
研究結果顯示出消費者會因為外部變數影響有用性，表示要提高消費者認為美妝品是好用的，需要讓產品本身具有好口碑及行銷方式要選對；而消費者也會因為有用性與易用性影響使用者態度，表示當消費者認為產品是好用及容易使用時，會增加對於產品的信任，反之認為是不好用及不容易使用時，則會降低產品的信任；且消費者也會因為使用者態度影響購買意願，進而影響忠誠度，表示想要讓消費者購買或是持續回購，就要讓消費者對產品本身產生出信任。
根據比較分析來看，觀看美妝相關影片或文章時間與品牌認識程度的差異會造成網紅影響程度的不同，表示觀看時間較多及品牌知道較多的人群，比起一般人更容易因為網紅的介紹或分享影響其美妝購物行為。
With the advent of the digital age, many consumers are used to reading web articles shared by others or to unboxing by famous bloggers, example electronics, beauty care, fashion wear. This study aims to explore the affecting of internet elebrity economy on beauty products. The result could understand the key elements of consumers' shopping. This study used questionnaire based on technology acceptance model (TAM). The model explains and discusses the impact of internet elebrity economy on consumer behavior, product perceived, trust, and produce loyalty.
The results showed that (1) external variables will influence perceived usefulness; (2) usefulness and ease of use influence user attitudes; (3) user attitudes influence their willingness (4) willingness influence produce loyalty. According to comparative analysis, the time for watching beauty-related films or article and degree of brand awareness will cause different level of the impact by internet elebrity. It stands for the people who spend more time or know more brands are easier affected by the introduction or sharing of the internet elebrity.
