影響消費者再次接受醫學美容之因素

Factors Influencing Consumers' Intention to Re-use Cosmetic Medicine Service

廖郁芬(Yu-Fen Liao) ； 楊哲銘(Che-Ming Yang) ； 劉慧音(Huoy-In Liou) ； 魏中仁(Chung-Jen Wei) ； 黃國哲(Kuo-Cherh Huang)

《北市醫學雜誌》 12卷1期 (2015/03) Pp. 67-82

https://doi.org/10.6200/TCMJ.2015.12.1.06

摘要

目的：本研究旨在探討消費者的個人屬性（例如：性別及教育程度等）、醫療機構的屬性（例如：醫師的醫術及醫護人員的服務態度等）、以及消費項目等因素，是否對於消費者決定再次接受醫學美容服務的意願具有影響力。方法：本研究針對臺灣北部某地區醫院醫學美容中心的消費者，於中華民國103年4月29日至5月31日，以立意抽樣的方式發放問卷由消費者自行填答。本研究共發出120份問卷，實得有效問卷共120份，有效回收率為100%。使用的統計方法則包括描述性統計、獨立樣本t檢定、單因子變異數分析、Scheffe事後檢定、相關分析及複線性迴歸分析等。結果：研究結果發現，個人屬性中以「教育程度」與「再次使用醫學美容意願」有顯著的關連性。另一方面，醫療機構屬性之「醫療品質」及「機構位置的便利性」與「再次使用醫學美容意願」則有顯著的關連性。最後，「醫療品質」愈高及「機構位置的便利性」愈佳，則「再次使用醫學美容意願」會愈高。結論：本研究發現，「教育程度」、「醫療品質」及「醫療機構的便利性」為影響消費者再次使用醫學美容的重要因素。依據研究結果，本研究並提出幾項建議以供醫療院所的經營管理階層參考。

關鍵字

醫學美容 ； 再次使用醫學美容意願 ； 消費者行為

並列摘要

Objective: The present study examined whether attributes of consumers (such as gender and education level) and health care settings (such as skills of doctors and service quality of medical staff) and service items affect consumers' intension to reuse the cosmetic medicine services. Methods: Questionnaires were distributed by purposive sampling method to the customers of cosmetic medicine at a cosmetic medicine center of a district hospital in northern Taiwan. One hundred and tweenty questionnaires were distributed and all subjects responded. Statistical methods used included descriptive statistics, independent-samples t-test, one-way ANOVA, Scheffe's method, correlation analysis and multiple linear regression analysis. Results: Our findings indicated that among personal attributes, educational level was significantly associated with ＂intention of reusing cosmetic medicine＂. With respect to health care settings, healthcare quality and convenience of location were significantly associated with ＂intention of reusing cosmetic medicine＂. The better the healthcare quality and convenience of location, the higher the level of ＂intention of reusing cosmetic medicine＂. Conclusion: The current study concluded that educational level, healthcare quality and convenience of location were significantly related to ＂intention of reusing cosmetic medicine＂. Our study proposed a few suggestions offered several recommendations for to hospital management.

並列關鍵字

cosmetic medicine ； willingness of reusing cosmetic medicine ； consumer behavior