微整形美容之消費者購買決策

愛美之心，人皆有之。羅曼•羅蘭(Romain Rolland)指出『人類都有一種愛美的本性』（丁芷林、王積恩、羅匯東，1994）。隨著近年來醫學科技與生物科技的結合，使微整形美容手術已不再像傳統整形外科手術如此繁複。現代國民對於追求美麗外在的自我意識不斷高漲，在不動刀、恢復期短等優勢下，微整形美容便愈趨盛行，且它也不再只是女人的專利，連一向愛面子、怕麻煩的男性們也開始躍躍欲試（曾忠仁，2009）。據統計目前台灣整形美容的醫療市場一年就約有六十多億元，而且還持續再增升中（生活醫學叢書企劃群，2011）。從上述數據可得知，人們接受微整形手術比例仍再大幅增升，使微整形美容也成為了熱門的產業之一。　　本研究係以北部地區曾經接受過微整形美容療程服務的消費者作為研究母體，在消費者行為理論與相關文獻的基礎下，使用較完整而清晰的消費者購買決策EKB Model作為研究之架構，採用判斷抽樣問卷調查法，共發出448份問卷，實得有效問卷共計431份，有效回收率為96.2%。並以SPSS統計軟體做分析研究，探討消費者在不同人口統計變數下之消費者購買行為，並進行獨立樣本t檢定與單因子變異數分析。研究結果發現：女性、年輕族群、大學學歷、服務業、未婚、月平均所得3-4萬元是接受微整形美容療程之主要對象。然而消費者進行微整形美容療程之求美動機多為了取悅自己；最主要的微整形資訊來源，以同事、親友介紹認為最重要佔46.4%；消費前之評估以治療前與醫師做充分之醫療諮詢認為最重要；最多人購買過的療程為淨膚雷射佔36.7%；整體而言滿意程度，有56.4%的消費者知覺到滿意之狀態，實際結果等於或超過期望之結果。希望能夠藉由此研究，建構現代民眾微整形美容評估與動機相關理論架構。並且能協助民眾自我了解及自我評估，以提升民眾在微整形美容方面的自我意識，真正了解自我需求，避免受社會風潮之影響而陷入困境。就微整形美容產業而言，希望此研究能對他們在銷售策略上有所幫助，能夠針對不同民眾之需求與動機給予不同的解決方案。

關鍵字

微整形；購買決策； EKB模式

並列摘要

Heart of beauty in everyone，just as Romain Rolland said， “The beauty of nature belongs to human” (Ding ZhiLin、Wang JiEn & Luo HuiDong，1994)。 With the new combination of the medical science and biotechnology in recent years， micro- plastic surgery is no longer as complicated as the traditional plastic surgery is。Moreover, in today’s Taiwan,for the pursuit of the beautiful external self-awareness soaring. Hence, with the advantage of no knife and quick recovery, the wave of the micro-plastic surgery has become very popular.And it is no longer just a woman's patent，even always concerned about face-saving、afraid trouble of men begin to be impatient to have a try (Zeng JhongRen，2009）。According to statistics， the income of cosmetic medical market in Taiwan is about 60 billion NTD per year，and it still continues increasing (medical books of life planning group， 2011)。Can be learned from the above data，people accept of the proportion of micro-plastic surgery still substantial increase ，micro plastic surgery has become a popular one of the industry。 In this study，the micro-plastic surgery cosmetic treatment services consumers in north Taiwan treated as the population. Under the consumer behavior theory and related literature the basis，the complete and clear Consumers' purchasing decisions EKB Model was the framework of the study, the use of judgment sampling survey method， a total of 448 questionnaires were distributed， and effective questionnaires a total of 431，the effective rate of recovery is 96.2%。Will be SPSS statistical software for analyse research, probe into consumer buying behavior of consumers in different demographic variables。The results showed that Female、younger generations、college educated、service industry、unmarried、the average monthly income of 3-4 million is accept the micro-plastic surgery cosmetic treatment of the main target。However，consumer to proceed micro-plastic surgery cosmetic treatment of the beautiful motivation mostly for pleasing oneself；the main micro-plastic surgery sources of information，Colleagues、relatives and friends introduced the most important for 46.4%；the consume before of assessment treatment before with doctor to do a full medical consultation think the most important；most people to buy over the course of treatment is laser toning for 36.7%；Overall satisfaction with，there is 56.4% of consumers perceived satisfactory state，actual results equal to or exceed the expectations of the results。　　Hope by this research，construction of modern people micro-plastic surgery evaluation and motivation theoretical framework。And to assist people to self-understanding and self-evaluation， to enhance self-awareness of people in the micro-plastic surgery， a real understanding of self needs to avoid affected by the social trend in trouble。In point of micro-plastic surgery industry concern， hope this study on their sales strategies help，can give different solutions for different people's needs and motivation。