隨著消費者對肌膚安全與功效要求日益提高，敏感肌市場快速成長，生技美妝產業亦逐漸由傳統形象與行銷訴求，轉向以專利技術、醫學驗證與科學證據為核心的信任導向模式。然而，專利與科研資訊如何被消費者理解、內化，並進一步影響品牌信任、購買意願與支付意願，特別是在台灣敏感肌市場中，相關實證研究仍相對不足。本研究以台灣生技美妝品牌臻奇肌 (J.Milagro) 為個案，探討專利技術、醫學驗證與數位資訊揭露，對潛在顧客與既有顧客之品牌信任與購買行為的影響。研究採量化研究設計，透過線上與實體通路發放問卷，共回收292份有效樣本，進行描述性統計與多群組分析，比較不同顧客型態在品牌信任形成路徑上的差異。研究結果顯示，專利技術與科研背書能顯著提升消費者對品牌的信任感，且品牌信任在科研資訊與購買意願、支付意願之間具有關鍵中介效果。相較於潛在顧客，既有顧客更仰賴實際使用經驗與長期互動來強化信任，而潛在顧客則較重視官網資訊透明度與專業背書。此外，線上資訊理解與實體體驗之整合，有助於降低風險感知並促進行動意願。本研究結論指出，生技美妝品牌若能有效整合專利技術、醫學驗證、資訊轉譯與全通路溝通策略，將有助於建立長期品牌信任、提升市場溢價能力，並強化台灣本土生技美妝品牌的國際競爭優勢。

As consumer demand for skin safety and efficacy continues to rise, the sensitive skin market has expanded rapidly, driving biotechnology cosmetic brands to shift from image-oriented marketing toward trust-based strategies grounded in patented technologies and medical validation. However, empirical evidence on how scientific and patent-related information is perceived, internalized, and translated into brand trust, purchase intention, and willingness to pay, particularly in the Taiwanese market, remains limited. This study adopts J.Milagro, a Taiwan biotechnology cosmetic brand, as a case to examine the effects of patented technology, medical validation, and digital information disclosure on brand trust and purchasing behavior among potential and existing customers. A quantitative research design was employed, collecting 292 valid questionnaires through both online and offline channels. Multi-group analysis was applied to compare trust-formation pathways across different customer segments. The results indicate that patented technologies and scientific credibility significantly enhance brand trust, which serves as a critical mediator between scientific information and both purchase intention and willingness to pay. Compared with potential customers, existing customers rely more on usage experience and ongoing interactions to build trust, whereas potential customers place greater emphasis on transparency of information and professional endorsements. Moreover, integrating online information with offline experiences effectively reduces perceived risk and facilitates consumer action. The study concludes that biotechnology cosmetic brands can build sustainable brand trust, enhance price tolerance, and strengthen long-term competitiveness by integrating scientific validation, effective information translation, and omni-channel communication strategies, providing strategic implications for the international development of Taiwanese biotech cosmetic brands.

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