近年來，韓系彩妝在台灣佔據極高比例，深受新世代消費者青睞。過去跨國消費研究多聚焦於單向的來源國月暈效應（Halo Effect），主張國家形象由上而下庇蔭產品評價。然在當代傳播脈絡下，本研究立基於「S-O-R 模型」與「多重線索理論」，導入來源國研究之「彙總效果」與「彈性處理模型」觀點，突破傳統框架以探討跨國彩妝之評價機制。
本研究以「韓系彩妝」為實證對象，將「來源國印象」與「品牌形象利益」視為相互競爭之核心線索，並納入「韓流文化接觸程度」與「電子口碑（eWOM）」為外部刺激（Stimuli）。探討上述多重刺激如何形塑消費者之「品牌態度」（Organism），進而驅動「韓國產品購買意願」、「到韓國旅遊意圖」及「溢價支付意願程度」等行為意圖（Responses）。
問卷量化分析顯示，巨觀之「來源國印象」與微觀之「品牌形象利益」對「品牌態度」均具顯著正向預測力，強度符合彙總效果趨勢。尤為關鍵者，兩大線索之交互作用呈現顯著負向影響，證實跨國線索整合中存在深刻的「替代效應」與認知飽和現象。在路徑傳導方面，正向之品牌態度對「韓國產品購買意願」與「到韓國旅遊意圖」具部分中介效益，實證了跨範疇之情感外溢；然針對「溢價支付意願」，則呈現由個別品牌微觀形象利益直接主導的獨立影響路徑，顯示特定品牌之溢價能力高度仰賴品牌專屬資產之利益，而非只有品牌態度之傳導。本研究深化了多重線索與 S-O-R 框架之跨層次反思，並為跨國美妝品牌突破來源國迷思、獲取溢價空間提供了理論與戰略參考。

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