本文研究目的是探討網路口碑對購買保養品之消費行為影響，並將意見領袖、品牌知名度、EKB 消費者行為等變數對消費者之購買意願進行分析。本研究以問
卷調查方式，透過便利抽樣方式收集 474 份有效樣本，進行問卷的效度與信度分
析，並利用迴歸分析驗證其結果，進而發現網路口碑、意見領袖與品牌知名度，皆
顯著正向響影消費者對購買保養品之意願，且消費者本身的購買行為模式，亦會影
響購買意願。本研究結果將其歸納幾點建議：(1)保養品屬於經驗品，廠商應善加利
用網路行銷提高品牌的知名度，促進消費市場擴展；(2)廠商需做市場研究，瞭解消
費者的購買動機與行為，方能使行銷策略引起消費者的共鳴；(3)廠商可在年齡層
上強化行銷力度，以不同性質的行銷方式，針對不同年齡的消費者做規劃，給予更確切的產品選項，使其達到更精確且有效的行銷效果。

This study investigates the impact of electronic word-of-mouth (eWOM) on consumer behavior in the skincare market, and uses variables such as eWOM, key opinion
leaders, brand awareness, and the EKB consumer behavior model to determine whether
they have an influence on consumer purchase intention. We collected a total of 474 valid
samples through convenience sampling. Regression analysis revealed that eWOM, key
opinion leader, and skincare brand awareness positively impact consumer purchase
intention and the process of consumers' purchasing behavior will also affect their
purchasing intentions. Based on the results of this study, we can make three
recommendations: (1) Skincare companies should make good use of online marketing to
enhance brand and expand their consumer market; (2) they also should conduct market
research to understand consumer purchasing motivations and behavior to develop
marketing strategies meeting consumer needs and preferences; (3) Business owners need
to use different marketing strategies for different age groups and offer them more precise product options.