由於現代人習慣購買產品前先上網搜尋相關口碑訊息，因此獲得口碑訊息的管道十分重要，在美妝保養資訊的蒐集上，網友從多年前以部落客為主要資料參考來源，到現今以美妝社群網站為重點搜尋管道，加上過去鮮少有結合科技接受模式及資訊系統成功模式作美妝社群網站的探討，故本研究欲了解美妝社群網站中其網路口碑的資訊品質、網站的系統品質及網站的服務品質對知覺有用性、知覺易用性、對成員之信任、對網站之信任、使用態度及使用意圖之影響。
本研究以使用過美妝社群網站的使用者為問卷發放對象，總計回收1056份問卷，最後以 938份有效問卷進行結構方程模式分析，以驗證研究假設。
本研究結果之重要結論如下：(1)當該美妝社群網站使用者認為該網站的資訊品質越高時，對該美妝社群網站的知覺有用性越高；(2)當該美妝社群網站使用者認為該網站的資訊品質越高時，對該網站使用成員的信任程度越高；(3)當該美妝社群網站使用者認為該網站的系統品質越高時，對該網站的知覺有用性就越高；(4)當該美妝社群網站使用者認為該網站的系統品質越高時，對該網站的知覺易用性就越高；(5)當該美妝社群網站使用者認為該網站的系統品質越高時，對該網站的信任程度就越高；(6)當該美妝社群網站使用者認為該網站的服務品質越高時，對該網站的知覺有用性就越高；(7)當該美妝社群網站使用者認為該網站的服務品質越高時，對該網站的信任程度就越高；(8)當該美妝社群網站使用者認為該網站的知覺有用性越高時，對該網站使用成員的信任程度越高；(9)當該美妝社群網站使用者認為該網站的知覺有用性越高時，對該網站的信任程度就越高；(10)當該美妝社群網站使用者認為該群網站的知覺有用性越高時，對該網站產生正面評價的態度越高；(11)當該美妝社群網站使用者認為該網站的知覺易用性越高時，對該網站的知覺有用性就越高；(12)當該美妝社群網站使用者認為該網站的知覺易用性越高時，對該網站產生正面評價的態度越高；(13)當該美妝社群網站使用者對該網站使用成員的信任的程度越高時，對該網站產生正面評價的態度越高；(14)當該美妝社群網站使用者對該網站的信任程度越高時，對該網站產生正面評價的態度越高；(15)當該美妝社群網站使用者對該網站產生正面評價的態度越高時，對該網站的使用意圖就越高。

Since customers nowadays often rely on products’ reputation or word of mouth, sources for such information can be rather crucial. Traditionally, their tips on which cosmetics products to buy often came from blogs, but now they tend to turn to Cosmetic Social Community. Past research on the combination of Technology Acceptance Model and Informational System Success Model and on Cosmetic Social Community have been rather scare. So this research project is meant to examine impact of Information Quality, System Quality and Service Quality on Perceived Usefulness, Perceived Ease of Use, Trust in members, Trust in the website, Attitude Toward Use and Use Intention.
The researcher had people who had once had Cosmetic Social Community at their sources of information. 1056 questionnaires were given out and the researcher ran a Structural Equation Modeling analysis with 938 completed, valid questionnaires.
The findings may be concluded as such: (1) The better uers’ conceived Information Quality of the site, the higher the Perceived Usefulness (2) the better uers’ conceived Information Quality of the site, the better the trust in its members (3) the better uers’ conceived website System Quality, the higher the Perceived Usefulness (4) the better the conceived System Quality, the higher the Perceived Ease of Use (5) the better the conceived website System Quality, the better the trust in the site (6) the better the Service Quality, the higher the Perceived Usefulness (7) the better the Service Quality, the more trust in the site (8) the higher the Perceived Usefulness, the better the trust in the members (9) the better the Perceived Usefulness, the better the trust in the site (10) the higher the Perceived Usefulness, the more positive the overall ratings (11) the higher the Perceived Ease of Use, the better the Perceived Usefulness (12) the higher the Perceived Ease of Use, the higher the overall ratings (13) the better trust in the members, the better the ratings (14) the more trust in the site, the higher the overall ratings (15) the better overall ratings a customer gives, the more willing he/she may to use the site

誌謝 I
中文摘要 II
Abstract IV
目錄 VI
表目錄 VIII
圖目錄 X
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第三節 研究流程 7
第二章 文獻探討 9
第一節 虛擬社群 9
第二節 網路口碑 16
第三節 信任 18
第四節 資訊系統成功模式 21
第五節 科技接受模式 26
第六節 變數間的關係與推導假設 30
第三章 研究方法 35
第一節 研究架構 35
第二節 研究假設 37
第三節 研究變數操作型定義與衡量 38
第四節 問卷設計 47
第五節 資料蒐集方法 49
第六節 資料分析方法 51
第四章 資料分析 53
第一節 敘述性統計分析 53
一、樣本結構之敘述性統計分析 53
二、衡量題項之敘述性統計分析 55
第二節 皮爾森相關係數分析 63
第三節 共同方法變異檢測 65
第四節 信度與效度分析 66
第五節 結構方程模式 81
一、模式配適度之評估 81
二、模型之路徑分析與假設驗證 83
三、各構念間的影響效果分析 87
第五章 結論與建議 91
第一節 結論 91
第二節 學術暨管理意涵與貢獻 93
一、學術意涵與貢獻 93
二、實務管理意涵與貢獻 94
第三節 研究限制及後續研究建議 95
一、研究限制 95
二、後續研究建議 95
參考文獻 97
附錄一 正式問卷 106

中文部份
FashionGuide華人第一女性時尚美妝傳媒網站https://www.fashionguide.com.tw/
UrCosme化妝品使用心得分享網站https://www.urcosme.com/
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艾思網絡股份有限公司網站http://www.itrue.com.tw/index/
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