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題名 美妝科技與電商平台: 虛擬試妝對美妝消費行為之影響
Beauty Tech and E-commerce: The Impact of AR Virtual Makeup Try-on on Consumer Buying Behavior作者 郭庭溦
Kuo, Tyng-Wei貢獻者 白佩玉
郭庭溦
Kuo, Tyng-Wei關鍵詞 美妝科技
電子商務
AR虛擬試妝
美妝產業
顧客體驗
Beauty Technology
E-commerce
AR Virtual Makeup Try-on
Cosmetics Industry
Customer Experience日期 2024 上傳時間 1-三月-2024 14:03:27 (UTC+8) 摘要 近年來，美妝產業蓬勃發展，呈現嶄新的發展前景。科技進步、智慧型行動裝置普及，再加上 2019 年新冠疫情的衝擊，改變了民眾的消費習慣，使線上購物比例顯著提升。美妝品類在數位化方面尤為明顯，因此線上通路已成為美 妝品牌極為重視的銷售途徑之一。然而，與實體通路相比，線上通路的最大差異在於消費者無法實際觀察和試用商品，使得消費者的感官購物體驗受到限制，成為線上通路的瓶頸之一。為彌補此一差異，許多零售商紛紛尋求科技的協助，解決消費者在線上購物的不便之處。在這些科技方案中，擴增實境科技 (Augmented Reality, AR) 是近年來零售業者廣泛應用的技術之一。透過 AR 技 術，消費者能在虛擬世界中逼真觀察商品，甚至進行試妝等操作，因此被廣泛運用於美妝產業。本研究以台灣本土電商龍頭 Momo 富邦媒與美妝科技公司玩 美移動的合作，在 Momo 電商平台導入 AR 虛擬試妝功能為例，以 Momo 電商 平台的 AR 虛擬試妝功能作為研究對象，以此服務的既有使用者與潛在使用者作為研究對象，以及進一步深入研究: 1. 探究消費者在使用 AR 虛擬試妝時的動機以及此功能如何影響其購物決策 過程;同時探討潛在使用者未使用 AR 虛擬試妝的原因。 2. 了解消費者對 Momo 平台上 AR 虛擬試妝功能的使用感受與改善建議。 3. 探討 Momo 平台上 AR 虛擬試妝功能對消費者的決策過程以及整體電商購 物體驗與購買意願的影響。 本論文以質性研究方法進行研究，透過深入訪談的方式，從 670 份問卷選出 12 位具代表性的受訪者進行訪談，經分析與整理，得到以下結論: (1)「新奇有趣」和「方便性」為促使消費者使用 AR 虛擬試妝的動機;「功能 資訊有限」為潛在使用者不使用 AR 虛擬試妝的原因 (2) 消費者對於 Momo AR 虛擬試妝功能的使用建議，包括提升其擴增性、生動性與互動性 (3) Momo AR 虛擬試妝使購買信心提升，且使決策速度加快 (4) Momo AR 虛擬試妝在消費 者選購過程的重要性偏低，但能為通路帶來加分效果 (5) Momo AR 虛擬試妝 能有效吸引潛在消費者至 Momo 電商平台消費。 根據研究分析結果，針對電商平台、美妝科技服務業者和美妝品牌三方企業欲新增、改善或提供 AR 虛擬試妝功能，本論文提出以下具體建議。首先， 對於電商平台而言，在面對相對不普及的美妝科技市場時，建議強化功能的宣 傳與曝光，並與行銷活動緊密結合，以擴大對潛在消費者的影響。鑑於消費者 對此技術應用的相對陌生，建議結合使用教學，確保試妝品質保持一定水準， 同時提升用戶體驗。此外，加強 AR 虛擬試妝功能的生動性、逼真程度與互動性，有助於提高消費者的使用與購買意願，因此在功能開發時應重視這些特點，以提升消費者滿意度及顧客忠誠度。對於美妝科技服務業者，建議在推廣 AR 相關美妝科技服務時，善用新冠疫情後消費者偏好無接觸試妝的趨勢，且強 調 AR 虛擬試妝作為解決實體店面試妝痛點的解方，這有助於擴大 AR 虛擬試妝 功能的企業用戶基礎。最後，針對美妝品牌，建議在推出 AR 虛擬試妝功能 時，優先考慮適合使用 AR 虛擬試妝的產品，而非僅參考品牌熱銷產品。選擇 適合使用 AR 虛擬試妝功能的產品推出相關服務，有助於提升消費者對功能的使用體驗，進而增加品牌好感度。
In recent years, the cosmetics industry has thrived, presenting new developmental prospects. Technological advancements, widespread use of smart mobile devices, coupled with the impact of the 2019 COVID-19 pandemic, have transformed consumer habits, notably escalating online shopping proportions. Digitalization in the realm of cosmetics stands out prominently, making online channels a pivotal sales avenue significantly valued by cosmetic brands. However, the primary disparity between online and physical channels lies in consumers' inability to physically observe and test products, restricting the sensory shopping experience and becoming a bottleneck for online channels. To address this disparity, numerous retailers are actively seeking technological interventions to alleviate inconveniences faced by consumers while shopping online. Among these technological solutions, Augmented Reality (AR) has emerged as one extensively employed technology in the retail sector in recent years. Through AR technology, consumers can realistically observe products in a virtual environment, even engaging in trial makeup, thus finding widespread application in the cosmetics industry. This paper, taking collaboration between Taiwan's leading e-commerce platform, Momo, and beauty tech company, Perfect Corp for example, examines the integration of AR virtual makeup trials on Momo e-commerce platform. This paper takes the existing and potential users of AR virtual makeup trials on Momo e-commerce platform as the research object, and further explores the following research questions: 1. Investigating consumers' motivations when using AR virtual makeup trials and how this function influences their shopping decision-making process. Simultaneously, exploring reasons why potential users refrain from utilizing AR virtual makeup trials. 2. Understanding consumer sentiments towards and suggestions for improving the AR virtual makeup trials on the Momo platform. 3. Exploring the impact of the Momo platform's AR virtual makeup trials on consumers' decision-making processes and the overall e-commerce shopping experience, and the impact on consumer purchase intention. This paper uses qualitative research methodology, conducting in-depth interviews with 12 representative respondents selected from 670 questionnaires. The analysis and synthesis of these interviews yield the following conclusions: (1) "Novelty and interest" alongside "convenience" are key motivators for consumers to use AR virtual makeup trials. The limited functional information is a primary reason for potential users' non-utilization. (2) Consumer recommendations for enhancing Momo's AR virtual makeup trials include elevating their augmentation, vividness, and interactivity. (3) Momo's AR virtual makeup trials boost purchase confidence and expedite decision-making processes. (4) While Momo's AR virtual makeup trials hold relatively lower importance in the consumer purchasing process, they contribute positively to the platform's appeal. (5) Momo's AR virtual makeup trials effectively attract potential consumers to the Momo e-commerce platform. Based on the research results, this paper proposes specific recommendations for e-commerce platforms, beauty tech service providers, and beauty brands aiming to add, improve, or provide AR virtual try-on functionalities. Firstly, for e-commerce platforms dealing with the relatively less popular beauty tech market, it is recommended to enhance the promotion and exposure of the AR virtual try-on feature. This can be achieved by closely integrating it with marketing activities to expand its impact on potential consumers. Considering consumers' relative unfamiliarity with this technological application, incorporating instructional guides is advised to ensure that the quality of virtual try-on remains at a certain level while simultaneously enhancing user experience. Additionally, emphasizing the vividness, realism, and interactivity of the AR virtual try-on feature is crucial for increasing consumer usage and purchase intention. For beauty tech service providers, it is suggested to leverage the trend of consumer preference for contactless try-on post the COVID-19 pandemic. Emphasizing AR virtual try-on as a solution to address pain points in physical store try-on experiences can help expand the user base of AR virtual try-on functionalities among businesses. Lastly, for beauty brands introducing AR virtual try-on features, the recommendation is to prioritize products suitable for AR virtual try-on rather than solely relying on brand bestsellers. 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Fisher (2019). “YouTube uses AR to let you try on makeup during tutorials.” engadget.com. Retrieved from https://www.engadget.com/2019-06-18-google-youtube-ar-beauty-try-on-makeup.html?_fsig=dkAoq.jnstDzkP_jXHhNIA--%7EA 7. Javornik, A. (2016a). “The mainstreaming of augmented reality: A brief history.” Harvard Business Review (Online). Retrieved from https://hbr.org/2016/10/the-mainstreaming-of-augmented-reality-a-brief-history 8. Liz Flora (2020). “COVID-19 accelerates beauty’s demand for AI and AR technology.”glossy.co. Retrieved from https://www.glossy.co/beauty/covid-19-accelerates-beautys-demand-for-ai-and-ar-technology/ 9. L’Oréal Official Site. (Accessed: August 15, 2023). “Virtual Makeup Try-On.” Retrieved from https://www.lorealparisusa.com/virtual-try-on-makeup 10. L’Oréal Official Site. (Accessed: August 25, 2023). “L'Oréal's Modiface Brings AI-powered Virtual Makeup Try-on To Amazon.” Retrieved from https://www.loreal.com/en/articles/science-and-technology/l-oreal-modiface-brings-ai-powered-virtual-makeup-try-ons-to-amazon/ 11. Lucy Whitehouse (2014). “Sephora’s new 3D mirror leads the way in try-before-you-buy beauty.” cosmeticsdesign-europe.com. Retrieved from https://www.cosmeticsdesign-europe.com/Article/2014/06/03/Sephora-s-new-3D-mirror-leads-the-way-in-try-before-you-buy-beauty 12. Neha Tandon Sharma (2020). “Gucci teams with Snapchat for AR filter that allow users to try and buy sneakers virtually.” luxurylaunches.com. Retrieved from https://luxurylaunches.com/fashion/gucci-teams-with-snapchat-for-ar-filter-that-allow-users-to-try-and-buy-sneakers-virtually.php 13. Vichy Official Site. (Accessed: August 15, 2023). Retrieved from https://www.vichyusa.com/skin-care-analysis-ai.html 14. YSL Official Site. (Accessed: August 15, 2023). Retrieved from https://www.yslbeautyus.com/makeup/lips/lipstick/rouge-sur-mesure-custom-lip-color-creator/WW-50912YSL.html 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
110363008資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110363008 資料類型 thesis dc.contributor.advisor 白佩玉 zh_TW dc.contributor.author (作者) 郭庭溦 zh_TW dc.contributor.author (作者) Kuo, Tyng-Wei en_US dc.creator (作者) 郭庭溦 zh_TW dc.creator (作者) Kuo, Tyng-Wei en_US dc.date (日期) 2024 en_US dc.date.accessioned 1-三月-2024 14:03:27 (UTC+8) - dc.date.available 1-三月-2024 14:03:27 (UTC+8) - dc.date.issued (上傳時間) 1-三月-2024 14:03:27 (UTC+8) - dc.identifier (其他 識別碼) G0110363008 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/150236 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 110363008 zh_TW dc.description.abstract (摘要) 近年來，美妝產業蓬勃發展，呈現嶄新的發展前景。科技進步、智慧型行動裝置普及，再加上 2019 年新冠疫情的衝擊，改變了民眾的消費習慣，使線上購物比例顯著提升。美妝品類在數位化方面尤為明顯，因此線上通路已成為美 妝品牌極為重視的銷售途徑之一。然而，與實體通路相比，線上通路的最大差異在於消費者無法實際觀察和試用商品，使得消費者的感官購物體驗受到限制，成為線上通路的瓶頸之一。為彌補此一差異，許多零售商紛紛尋求科技的協助，解決消費者在線上購物的不便之處。在這些科技方案中，擴增實境科技 (Augmented Reality, AR) 是近年來零售業者廣泛應用的技術之一。透過 AR 技 術，消費者能在虛擬世界中逼真觀察商品，甚至進行試妝等操作，因此被廣泛運用於美妝產業。本研究以台灣本土電商龍頭 Momo 富邦媒與美妝科技公司玩 美移動的合作，在 Momo 電商平台導入 AR 虛擬試妝功能為例，以 Momo 電商 平台的 AR 虛擬試妝功能作為研究對象，以此服務的既有使用者與潛在使用者作為研究對象，以及進一步深入研究: 1. 探究消費者在使用 AR 虛擬試妝時的動機以及此功能如何影響其購物決策 過程;同時探討潛在使用者未使用 AR 虛擬試妝的原因。 2. 了解消費者對 Momo 平台上 AR 虛擬試妝功能的使用感受與改善建議。 3. 探討 Momo 平台上 AR 虛擬試妝功能對消費者的決策過程以及整體電商購 物體驗與購買意願的影響。 本論文以質性研究方法進行研究，透過深入訪談的方式，從 670 份問卷選出 12 位具代表性的受訪者進行訪談，經分析與整理，得到以下結論: (1)「新奇有趣」和「方便性」為促使消費者使用 AR 虛擬試妝的動機;「功能 資訊有限」為潛在使用者不使用 AR 虛擬試妝的原因 (2) 消費者對於 Momo AR 虛擬試妝功能的使用建議，包括提升其擴增性、生動性與互動性 (3) Momo AR 虛擬試妝使購買信心提升，且使決策速度加快 (4) Momo AR 虛擬試妝在消費 者選購過程的重要性偏低，但能為通路帶來加分效果 (5) Momo AR 虛擬試妝 能有效吸引潛在消費者至 Momo 電商平台消費。 根據研究分析結果，針對電商平台、美妝科技服務業者和美妝品牌三方企業欲新增、改善或提供 AR 虛擬試妝功能，本論文提出以下具體建議。首先， 對於電商平台而言，在面對相對不普及的美妝科技市場時，建議強化功能的宣 傳與曝光，並與行銷活動緊密結合，以擴大對潛在消費者的影響。鑑於消費者 對此技術應用的相對陌生，建議結合使用教學，確保試妝品質保持一定水準， 同時提升用戶體驗。此外，加強 AR 虛擬試妝功能的生動性、逼真程度與互動性，有助於提高消費者的使用與購買意願，因此在功能開發時應重視這些特點，以提升消費者滿意度及顧客忠誠度。對於美妝科技服務業者，建議在推廣 AR 相關美妝科技服務時，善用新冠疫情後消費者偏好無接觸試妝的趨勢，且強 調 AR 虛擬試妝作為解決實體店面試妝痛點的解方，這有助於擴大 AR 虛擬試妝 功能的企業用戶基礎。最後，針對美妝品牌，建議在推出 AR 虛擬試妝功能 時，優先考慮適合使用 AR 虛擬試妝的產品，而非僅參考品牌熱銷產品。選擇 適合使用 AR 虛擬試妝功能的產品推出相關服務，有助於提升消費者對功能的使用體驗，進而增加品牌好感度。 zh_TW dc.description.abstract (摘要) In recent years, the cosmetics industry has thrived, presenting new developmental prospects. Technological advancements, widespread use of smart mobile devices, coupled with the impact of the 2019 COVID-19 pandemic, have transformed consumer habits, notably escalating online shopping proportions. Digitalization in the realm of cosmetics stands out prominently, making online channels a pivotal sales avenue significantly valued by cosmetic brands. However, the primary disparity between online and physical channels lies in consumers' inability to physically observe and test products, restricting the sensory shopping experience and becoming a bottleneck for online channels. To address this disparity, numerous retailers are actively seeking technological interventions to alleviate inconveniences faced by consumers while shopping online. Among these technological solutions, Augmented Reality (AR) has emerged as one extensively employed technology in the retail sector in recent years. Through AR technology, consumers can realistically observe products in a virtual environment, even engaging in trial makeup, thus finding widespread application in the cosmetics industry. This paper, taking collaboration between Taiwan's leading e-commerce platform, Momo, and beauty tech company, Perfect Corp for example, examines the integration of AR virtual makeup trials on Momo e-commerce platform. This paper takes the existing and potential users of AR virtual makeup trials on Momo e-commerce platform as the research object, and further explores the following research questions: 1. Investigating consumers' motivations when using AR virtual makeup trials and how this function influences their shopping decision-making process. Simultaneously, exploring reasons why potential users refrain from utilizing AR virtual makeup trials. 2. Understanding consumer sentiments towards and suggestions for improving the AR virtual makeup trials on the Momo platform. 3. Exploring the impact of the Momo platform's AR virtual makeup trials on consumers' decision-making processes and the overall e-commerce shopping experience, and the impact on consumer purchase intention. This paper uses qualitative research methodology, conducting in-depth interviews with 12 representative respondents selected from 670 questionnaires. The analysis and synthesis of these interviews yield the following conclusions: (1) "Novelty and interest" alongside "convenience" are key motivators for consumers to use AR virtual makeup trials. The limited functional information is a primary reason for potential users' non-utilization. (2) Consumer recommendations for enhancing Momo's AR virtual makeup trials include elevating their augmentation, vividness, and interactivity. (3) Momo's AR virtual makeup trials boost purchase confidence and expedite decision-making processes. (4) While Momo's AR virtual makeup trials hold relatively lower importance in the consumer purchasing process, they contribute positively to the platform's appeal. (5) Momo's AR virtual makeup trials effectively attract potential consumers to the Momo e-commerce platform. Based on the research results, this paper proposes specific recommendations for e-commerce platforms, beauty tech service providers, and beauty brands aiming to add, improve, or provide AR virtual try-on functionalities. Firstly, for e-commerce platforms dealing with the relatively less popular beauty tech market, it is recommended to enhance the promotion and exposure of the AR virtual try-on feature. This can be achieved by closely integrating it with marketing activities to expand its impact on potential consumers. Considering consumers' relative unfamiliarity with this technological application, incorporating instructional guides is advised to ensure that the quality of virtual try-on remains at a certain level while simultaneously enhancing user experience. Additionally, emphasizing the vividness, realism, and interactivity of the AR virtual try-on feature is crucial for increasing consumer usage and purchase intention. For beauty tech service providers, it is suggested to leverage the trend of consumer preference for contactless try-on post the COVID-19 pandemic. Emphasizing AR virtual try-on as a solution to address pain points in physical store try-on experiences can help expand the user base of AR virtual try-on functionalities among businesses. Lastly, for beauty brands introducing AR virtual try-on features, the recommendation is to prioritize products suitable for AR virtual try-on rather than solely relying on brand bestsellers. Launching services related to products suitable for AR virtual try-on can enhance the consumer experience with the feature, consequently increasing brand favorability. en_US dc.description.tableofcontents 第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與問題 5 第三節 研究流程 5 第貳章 文獻探討 7 第一節 擴增實境科技 (Augmented Reality, AR) 7 第二節 AR科技對美妝與線上消費者行為的影響 13 第參章 研究方法 18 第一節 質性研究方法 18 第二節 研究個案介紹 20 第三節 訪談流程與設計 23 第四節 訪談問題 25 第五節 訪談對象 31 第肆章 研究分析與討論 39 第一節 消費者購買美妝品的習慣與通路 39 第二節 試妝對於美妝品選購的重要性 42 第三節 對於AR虛擬試妝的了解程度和使用經驗 47 第四節 Momo 電商平台AR虛擬試妝功能 55 第伍章 結論與建議 83 第一節 主要研究發現 83 第二節 實務建議 86 第三節 研究限制 89 第四節 未來研究建議 90 參考文獻 91 一、 中文文獻 91 二、 英文文獻 91 三、 中文網路文獻 95 四、 英文網路文獻 96 附錄一、AR科技在美妝與時尚領域的應 98 附錄二、受訪者篩選問卷 103 附錄三、深度訪談大綱 （已使用過AR虛擬試妝） 106 附錄四、深度訪談大綱 （未使用過AR虛擬試妝） 108 附錄五、訪談內容整理 110 zh_TW dc.format.extent 7927446 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110363008 en_US dc.subject (關鍵詞) 美妝科技 zh_TW dc.subject (關鍵詞) 電子商務 zh_TW dc.subject (關鍵詞) AR虛擬試妝 zh_TW dc.subject (關鍵詞) 美妝產業 zh_TW dc.subject (關鍵詞) 顧客體驗 zh_TW dc.subject (關鍵詞) Beauty Technology en_US dc.subject (關鍵詞) E-commerce en_US dc.subject (關鍵詞) AR Virtual Makeup Try-on en_US dc.subject (關鍵詞) Cosmetics Industry en_US dc.subject (關鍵詞) Customer Experience en_US dc.title (題名) 美妝科技與電商平台: 虛擬試妝對美妝消費行為之影響 zh_TW dc.title (題名) Beauty Tech and E-commerce: The Impact of AR Virtual Makeup Try-on on Consumer Buying Behavior en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、 中文文獻 1. 于茵卉 (2021)。AR擴增實境試妝科技與消費者使用動機之研究。國立台灣大學碩士學位論文。 2. 白璧珍 (2020)。你今天AR了沒？AR擴增實境創新思維。台北市：布克文化出版事業部。 3. 邱志聖 (2020)。行銷研究: 實務與理論應用。台北：智勝文化。 4. 洪秀婉、李涓潔、張哲維、簡俊豪 (2023)，身歷其境的擴增實境美妝產品購買意願，資訊管理學報，第三十巻，第三期，315-345。 5. 潘淑滿 (2022)。質性研究：理論與應用。台北市：心理出版社。 6. 蕭瑞麟 (2017)。不用數字的研究：質性研究的思辨脈絡（第四版）。台北市：五南圖書出版股份有限公司。 二、 英文文獻 1. 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Yahoo 股市，財訊快報 (2022)，玩美移動赴美上市，訊連帳上獲利逾 十倍，全處分潛在收益逾 11 個股本。 https://tw.stock.yahoo.com/news/玩美移動赴美上市-訊連帳上獲利逾十 倍-全處分潛在收益逾 11 個股本-085555362.html。搜尋日期：2023 年 11 月 28 日。 5. 工商時報 (2023)，AR/AI 助攻 美妝科技正夯。 https://www.ctee.com.tw/news/20230807700743-431307。搜尋日期： 2023 年 11 月 28 日 6. 中時新聞網 (2023)，產業觀測－AR／AI 助攻 美妝科技正夯。 https://m.match.net.tw/pc/news/headline/20230807/7526721。搜尋日 期：2023 年 8 月 7 日。 7. 未來流通研究所 (2023)，2022 台灣「零售與電商」產業市佔率英雄 榜。 https://www.mirai.com.tw/2022-taiwan-retail-e-commerce industry-market-share-rankings/。搜尋日期：2023 年 10 月 11 日。 8. 林芷圓 (2022)，玩美移動宣布在紐約證券交易所上市！訊連小金雞厲 害在哪？ https://www.bnext.com.tw/article/71964/perfect-corp-nyse sec-2022。搜尋日期：2023 年 12 月 4 日。 9. 玩美移動官方網站，倩碧 Clinique 透過玩美移動的虛擬試妝（VTO） 技術，成功提高 2.5 倍轉換率，購物籃件數增加 30%，並延長 5 倍的 網站停留時間。https://www.perfectcorp.com/zh tw/business/successstory/Clinique-AR-Solutions-Success-Story。搜尋日 期：2023 年 8 月 25 日。 10. 玩美移動官方網站，國際知名彩妝品牌雅詩蘭黛 ESTÉE LAUDER 以高 科技帶來高互動美妝體驗。https://www.perfectcorp.com/zh tw/business/successstory/1。搜尋日期：2023 年 8 月 15 日。 11. 玩美移動官方網站，玩美移動與 momo 購物網攜手合作 AI、AR 虛 擬美妝科技服務將全球頂尖美妝科技導入電商平台，提供極擬真虛 擬試妝網購體驗。https://www.perfectcorp.com/zh-tw/business/news/CHT-momo-partnership。搜尋日期：2023 年 9 月 20 日。 12. 玩美移動官方網站，公司簡介。 https://corp.momo.com.tw/about/aboutmomo/。搜尋日期：2023 年 9 月 20 日。 13. 黃燕虹 (2022)，訊連科技轉投資之玩美移動公司 Perfect Corp. 正式於 美國紐約證券交易所（NYSE）上市。 https://tw.cyberlink.com/twn/press_room/view_4898.html。 14. 劉季清 (2019)，蝦皮攜手萊雅 大玩 AR 彩妝 。搜尋日期：2023 年 11 月 28 日。 15. https://ctee.com.tw/news/tech/124789.htm。搜尋日期：2023 年 7 月 30 。 16. 嚴雅芳 (2023)，Momo 公布上半年 TOP20 熱搜榜 「它」無懸念奪冠。 https://money.udn.com/money/story/5612/7306001#tbl-em lnlk4jfa8io77659lch。搜尋日期：2023 年 10 月 11。 17. 羅之盈 (2022)，訊連養出14億美元獨角獸，玩美移動憑什麼赴美IPO？。 https://www.gvm.com.tw/article/87786。搜尋日期：2024 年 1 月 28。 四、英文網路文獻 1. 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