醫學美容消費者體驗之品質要素歸類：以Kano二維模式分析

Using Kano's Model to Classify the Quality of Medical Cosmetics Based on Consumer Experiences

蘇子炘(Tzu-Hsin Su) ； 林沛縈(Pei-Ying Lin) ； 陳淑慧(Shu-Hei Chen)

《醫務管理期刊》 13卷4期 (2012/12) Pp. 229-248

摘要

目的：醫學美容於2006年至2012年成長16.8%（目前837家），消費者可選擇各種不同的醫學美容服務，因此改善消費者體驗是一個非常重要的議題。方法：利用Kano二維品質模式分析醫學美容消費者體驗之品質要素歸類，再進行重要—表現分析（IPA）。結果：Kano二維品質模式歸類其問卷25題為魅力品質有3項（12%）、一維品質8項（32%）、當然品質6項（24%）、無差異品質4項（16%）、反向品質4項（16%），顯示醫學美容消費者體驗之品質要素歸類，不全然都是一維品質。IPA分析出優越區域有6項要素，有待改善區域6項，過剩區域5項，不必費心區域8項。人口變項對各題在Kano二維要素歸類結果大多具有關聯。結論：醫學美容除了要滿足「一維品質」、「當然品質」要素，更應注意提升「魅力品質」要素，藉此增加醫學美容的消費者體驗並建立競爭優勢。

關鍵字

Kano二維品質模式 ； 醫學美容 ； 消費者體驗

並列摘要

Objective: The number of medical cosmetic services increased by 16.8% (837) from 2006 to 2012, so the consumer can choose from among many kinds of them. Improving the consumer experience is now a very important issue.Method: This research utilized Kano's model to analyze medical cosmetic consumer experiences by using importance-performance analysis (IPA).Results: The Kano's model results showed that there were 3 Attractive quality items (12%), 8 One-dimensional quality items (32%), 6 Must-be quality items (24%), 4 Indifferent quality items (16%), and 4 Reverse quality items (16%) among the 25 quality items (100%). Medical cosmetic consumer experiences were not all One-dimensional. The IPA analysis showed that there were 6 items in the Excellent Area, 6 in the To Be Improved Area, 5 in the Surplus Area, and 8 in the Care-free Area. Demographics also had a significant effect on Kano's model.Conclusions: Purveyors of medical cosmetics should pay more attention to improving the Attractive quality in addition to satisfying One-dimensional quality and Must-be quality. Medical cosmetology could then increase the number of consumers and build a competitive advantage.

並列關鍵字

Kano's model ； medical cosmetics ； consumer experience

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