在西方文化的影響與推廣下，臺灣民眾使用香水的比例逐漸攀升，在每年有數百個香水新品推出的情形下，挑選、試用香水對香水使用者而言是非常重要的。雖然隨著網路時代的興起，越來越多消費者會透過網路購買美妝產品，但因香水是需實際體驗、感受才能確定適合與否的產品，因此多數消費者仍選擇前往實體店面試用香水，再行購買。此種傳統購物方式對於已經漸漸習慣線上購物的消費者而言，是過於麻煩的。 「讓香水使用者能方便、快速地體驗到新款香水」是Tryme Box能帶給消費者的主要價值。每次只需花費新台幣499元，Tryme Box即會宅配一組含有五瓶2ml香水的試用盒給消費者。Tryme Box將透過分析消費者所提供的香味偏好與使用習慣資料，為其挑選合適味道的香水寄送。此項服務可以省去消費者到店試香的時間與交通成本，提供不論是想多元試用香水的消費者，或是不知如何準確挑選香水的消費者，更便捷的試用香水管道。 在累積大量消費者者資訊與喜好後，亦可進一步分析臺灣消費者對香調的偏好與使用習慣，並以其結果與製香公司、各大香水品牌合作，開發更適合臺灣消費者的香水。 / "Let people experience new perfumes easily" is the main value of Tryme Box. In the influence of Western culture, the number of people in Taiwan wearing perfumes is increasing. With hundreds of perfumes launched every year, how to select the right perfumes for themselves becomes an important thing for perfume users. Scent is so personal to women that if they don't try out before they make the purchase, it may end up not suiting their taste. Therefore, even though more and more people purchase beauty products from the internet nowadays, there’re only less than 15% of people buy perfumes online. Most of the customersgo to the store to try out the scent and purchase perfumes. However, this kind of "go to store" purchasing is troublesome for customers. In order to solve this problem, Tryme Box provides a more convenient way for people to try perfumes. In the cost of $499 NTD, the members of Tryme Box will get a box of five perfume testers. Tryme Box will analyze the information and scent preferences provided by members and choose suitable perfumes for them to try on. With the information collect from the members, Tryme Box can also cooperate with perfume manufacturers to develop a perfume especially for Taiwanese.

網路技術的發展與進步，改變了人們日常生活中的溝通習慣，也讓網路成為人際溝通與獲取資訊的主要來源。對於尋求日常生活不論食、衣、住、行各類資訊的民眾而言，網路無疑是一種既快速又便利的取得資訊來源。透過彼此使用、購買經驗分享與傳授，網友們相互提供的口碑資訊得以在網路的虛擬空間裡不斷地累積擴散。其中，香水虛擬社群成員間的互動與口碑訊息交流，為本研究所感興趣欲進一步研究的議題。 本研究以虛擬社群台大PTT Perfume 板的成員為調查對象，以社會資本理論歸結出的成員特性: 相似性、認同感及信任感三構念，來探討影響社群使用者知識分享交流的動機與其對網路口碑訊息傳遞的影響；另以訊息訴求與訊息框架二構念來研究其對社群使用者溝通效果及後續口碑傳播意願的關聯。本研究以「問卷調查法」進行資料的蒐集，共蒐集有效樣本問卷227 份，使用SPSS 18.0 來進行資料分析，以檢驗本研究模型和相關假說。 研究結果發現: (一)、社群成員的「相似性」不論對成員間的「知識貢獻」、「知識欲求」與「口碑傳播意願」，均有顯著正向的影響。社群成員的「認同感」對成員間的「知識貢獻」與「口碑傳播意願」，有顯著正向的影響；但對成員的「知識欲求」則無顯著影響。社群成員的「信任感」對成員間的「知識欲求」有顯著正向的影響；但對成員的「知識貢獻」與「口碑傳播意願」則無顯著影響。(二)、「正面框架」的訊息表達方式，以及不論「理性」、「感性」、或「自我象徵」的訊息訴求，對於社群使用者均能帶來正向顯著的「溝通效果」；另外，訊息的「溝通效果」，會對社群成員網路口碑傳播的意願帶來顯著正向的影響。(三)、最後，Perfume 板虛擬社群成員間的「知識交流」程度，亦會對社群內的「口碑傳播意願」帶來顯著正向的影響。 / The development and progress of Internet technology has changed human communication, especially interpersonal communication and information searching. Moreover, the Internet has become a convenient communication channel in our daily life for gathering product-related information. Product users can share their purchase and usage experience with one another over the virtual network and the impact of online word-of-mouth is escalating. Accordingly, this study is to discuss the sharing and transmission of the online word-of-mouth about perfume among the virtual community members. Data were collected by an online questionnaire survey from 227 members of PTT_Perfume, which is one of the most famous virtual communities in the area of BBS. The study incorporates similarity, identification, and trust from the perspective of the social capital theory to discuss the knowledge sharing intention and their influences on the word-of-mouth transmission；Besides, it investigates how the message appeals and message framing affect the communication effect and how online word-of-mouth spreads among the virtual community. The data analysis was conducted using SPSS 18.0. The findings of this research reveals that community similarity is positively associated with the knowledge sharing and the intention of online word-of-mouth transmitting；Identification is positively associated with the knowledge contribution and the intention of online word-of-mouth transmitting；Trust is only positively associated with the knowledge acquisition. Second, positive framing, rational, emotional and self-expressive appeals all have positive influences on communication effect. Finally, the communication effect of messages and the degree of knowledge sharing both have positive impacts on the intention of online word-of-mouth transmission.