為增強客戶在化妝品產業中的購物體驗，虛擬實境技術在客服中心應運而生並快速發展。除了單純的技術發展外，化妝品產業的客服中心本身也在不斷改進。現如今顧客的需求越來越複雜多樣化，服務產業不得不因此作出革新來保持動態且充滿活力的競爭力，只有這樣才可以在日趨激烈的競爭環境中生存下來。文獻探討的部分包含電子商務模組的介紹分析，零售業的現狀以及未來發展趨勢，在化妝品產業影響顧客決策的因素，以及當前的化妝品產業在實體化妝品零售業和電子商務環境下化妝品挑選、零售中虛擬實境技術的應用。
本文的目的是以之前虛擬實境在化妝品產業中的應用為鑒，並分析發掘其中的缺陷和可以有潛力改進的地方。方法論部分旨在針對以前不完美的地方提出改進方案，為化妝品行業的顧客在未來提供更好的服務。案例的部分運用在Blender中建立的模型以及使用者介面來模擬設計虛擬實境的環境，接著將建好的虛擬實境的使用者介面的模型放入Unity中測試，營造出完全沉浸式,虚拟式的的化妝品產業的顧客服務中心和購物環境。
除了以上所提到的以外，仍然還有一些未解決的問題需要在將來做進一步的研究，例如額外附加要求的處理以及如何總結評估現狀。

Virtual reality has emerged as rapidly developing technology used in customer service of cosmetic industry to enhance the shopping experience. Apart from the technologies, the customer service center of cosmetic industry is still developing at a high speed. The literature review analysis consists of e-commerce modules, retailing current position and future developing prediction, the influence factors of customer’s decision and current cosmetic industry which applied with virtual reality in physical cosmetic retailing shop and e-commerce makeup products choosing as well as retailing.
The purpose of this thesis is to apply the concept of virtual reality (VR) in cosmetics industry and enhancement the customer-centric online services and interactions. According to the aspects of online customer service imperfection, the methodology part is aim to propose new improving concept that can provide better service to customer of cosmetic industry. As for the case study, the software Blender can be taken into advantage to establish the prototype of the user’s immersive interface to simulate the scene of virtual reality. The VR-enabled user interfaces will be built into the Unity software in order to establishing and testing the total immersive environment of the customer service center of the cosmetic industry under the virtual environment. Finally, there are still some open question to be answered in the future research, such as the dispose of the additional requirements and conduct an integrated evaluation.

Table of Contents
Abstract II
摘要 III
Table of Contents IV
List of Figures VI
List of Table VI
1. Introduction 1
1.1 Research Background 1
1.2 Research Scope 2
1.3 Research Structure and Approach 3
2. Literature Review 7
2.1 E-commerce Development Prospect 7
2.2 E- Commerce Retailing 8
2.3 Major Business-to-Consumer (B2C) Business Modules 11
2.4 Virtual Reality 17
2.5 Customer’s Decision Journey in Cosmetic Industry 19
2.6 VR Application Examples on Cosmetics Industry and E-Commerce 21
2.7 The pain points of Traditional E-Commerce 26
2.7.1 Inaccurate information 26
2.7.2 Lack of authentic shopping experience 26
2.7.3 Limited information 27
3. Methodology 28
3.1 System Integrated Framework and Key Modules 28
3.1.1 User 29
3.1.2 Roaming (From the First Perspective) 29
3.1.3 Interactive Design 29
3.1.4 Purpose-Driven Recommendation 30
3.1.5 Shopping 30
3.1.6 Discount Getting 31
3.2 System Implementation Flowchart 31
3.3 The main features of the key modules 33
3.3.1 Convenience 33
3.3.2 Economic efficiency 33
3.3.3 Authenticity 34
3.3.4 Interactivity 34
3.4 3D Model Construction-Blender Introduction 34
3.5 Interactive and Immersive VR Environment Construction-Unity 3D Introduction 35
4. Case Study of VR Cosmetic Service Interface Designs (Prototypes) 36
4.1 3D Model Construction 36
4.1.1 Architecture Model Building 36
4.1.2 3D Face Model Building 41
4.2 Roaming Construction 43
4.3 Interaction Construction 44
4.4 Purpose-Driven Recommendation Construction 45
4.5 Shopping Cart Construction 48
4.6 Discount Getting Construction 49
5. Conclusions 51
References 53
Appendix A 59
Appendix B 60
Appendix C 61
Appendix D 63
Appendix E 64
Appendix F 66

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