| Summary: | 碩士 === 亞洲大學 === 經營管理學系 === 107 === 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.
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