隨著生成式人工智慧快速發展，AI 技術已逐漸從過去以效率與自動化為主的機械型人工智慧（Mechanical AI），進一步發展至具備分析能力之思考型人工智慧（Thinking AI），以及強調情感互動與同理能力之感受型人工智慧（Feeling AI）。近年來，美妝產業開始積極導入 AI 技術，包含虛擬試妝、膚況分析、產品推薦與 AI 美妝顧問服務，希望透過個人化互動提升顧客體驗與品牌參與度，發現目前消費者對 AI 美妝顧問服務之接受程度、情感互動感受與消費行為影響，仍缺乏深入探討。因此，本研究結合情感經濟及可供性理論（Theory of Affordances, ToA）等理論觀點，探討消費者對 AI 美妝顧問服務之認知、使用感受與接受程度。本研究採用質化研究方法，以深度訪談法作為主要研究方式，並透過前篩問卷篩選具美妝保養消費經驗之受訪者進行正式訪談。研究結果發現，消費者已逐漸將 AI 視為美妝資訊搜尋與產品比較之輔助工具，AI 能有效降低資訊搜尋成本並提升決策效率。然而，多數受訪者仍將 AI 定位為工具型或客服型角色，認為 AI 雖具備個人化推薦與分析能力，但在情感互動、同理理解與真人經驗方面，仍難完全取代真人與實體體驗。目前 AI 美妝顧問服務主要仍停留於機械型人工智慧與思考型人工智慧階段，而感受型人工智慧所強調之情感連結與共感互動，仍有發展空間。美妝品牌未來若欲提升 AI 顧問服務之接受度，除提升個人化推薦能力外，亦需強化情感互動設計，並結合線下體驗與隱私保護機制，以提升消費者之品牌體驗與顧客滿意度。

With the rapid development of Generative Artificial Intelligence, AI technologies have evolved from Mechanical AI, which focuses on efficiency and automation, to Thinking AI with analytical capabilities, and further toward Feeling AI, which emphasizes emotional interaction and empathy. In the beauty industry, AI technologies such as virtual try-on, skin analysis, product recommendations, and AI beauty consultation services have been adopted to enhance customer experience through personalized interactions. This study integrates the concepts of the Feeling Economy and Theory of Affordances (ToA), to explore consumers’ perceptions and acceptance of AI beauty consultation services. Using qualitative research and in-depth interviews, the findings show that consumers mainly view AI as a supportive tool that improves information search and decision-making efficiency. The study also found that consumers’ acceptance of AI beauty consultation services is influenced by convenience, recommendation accuracy, brand trust, and privacy concerns. Overall, current AI beauty consultation services remain primarily at the Mechanical AI and Thinking AI stages, while the emotional and empathetic aspects of Feeling AI still require further development. Therefore, beauty brands should strengthen emotional interaction design, improve personalization, and integrate privacy protection mechanisms to enhance customer experience and satisfaction.

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