本研究探討影響消費者透過行動美妝軟體購買美妝品的關鍵因素及方案選擇，經由影響消費者線上購買美妝品相關文獻及專家意見，進而發展影響消費者透過行動美妝軟體購買美妝品方案選擇的13項評估次準則，並使用層級分析法來建構三個層級的評量構面，第一層為影響消費者透過行動美妝軟體購買美妝品的關鍵因素，第二層為4項評估構面，即App好用性、美妝品性價比、App資訊可用性、美妝企業品牌，第三層為13項評估次準則，方案選擇則有美妝相機及玩美彩妝兩種行動美妝軟體。 研究結果發現，整合本研究7位專家意見在4項評估構面中最重視美妝品性價比，其次為美妝企業品牌，再進一步歸納13項評估次準則的整體權重比較，重視程度最高的前三項排名依序為美妝品性價比構面的「美妝品成分優劣」、美妝企業品牌構面的「美妝品牌知名度」、美妝品性價比構面的「美妝品流行性」。可見消費者透過行動美妝軟體購買美妝品最注重的是美妝品性價比及美妝企業品牌，而App好用性及App資訊可用性並非最關鍵的考量。 本研究藉由訪問3位消費者比較使用AHP評量模式前後選擇的方案是否符合，用以驗證評量模式可用性，結果3位消費者選擇方案皆相符，所以本研究之AHP評量模式可適用於消費者透過行動美妝軟體購買美妝品之方案選擇。;This purpose of research is to study the key factors and options affecting consumers to purchase cosmetic products online through makeup application. Thirteen sub-criteria were established on the basis of expert opinions and relevant literatures stating the influence of online consumption habit particularly on cosmetics, and then construct a three-level hierarchical linear model in conformity with analytic hierarchy process. The first level in the model was the key factor for influencing consumers to purchase cosmetics through makeup application. The second level in the model were the four evaluation criteria including App applicability, capability and price of cosmetics, App information usability, and cosmetic brands. The third level in the model were thirteen sub-criteria. Based on these criteria, there were two online makeup applications as proposals to be discussed in the selection process. The study revealed that, after consulting seven experts about aforementioned four evaluation criteria, capability and price of cosmetics and cosmetic brands were the most important factors. To be further discussed, the thirteen sub-criteria were compared by overall weighting. The top three sub-criteria were arranged in order of importance moving: quality of cosmetic product ingredient, cosmetic brand awareness, then popularity of cosmetics. Thus, App applicability and App information usability would not be taken into critical consideration. Final step of the study was to make comparison with the selection results from three consumers who were invited to select makeup applications in the attempt to prove the applicability of above theory. As a result, the research showed that three survey participants’ choices were consistent. Therefore, it proved that the hierarchy and criteria designed for this research is applicable to consumers who purchase cosmetics through makeup application.
