醫學美容行銷策略對消費者購買意願之影響－干擾效果之探討

The effects of medical beauty marketing strategies on consumers' purchase intention - moderating effect

黃瑞珍(Jui-Chen Huang) ； 廖育萱(Yu-Hsuan Liao) ； 陳品慈(Pintzu Chen) ； 鄭雅云(Yayun Zheng) ； 陳佩均(Pei-Chun Chen)

《健康管理學刊》 15卷1期 (2017/06) Pp. 1-29

摘要

本研究以台中市20歲以上之民眾為研究對象，對於Facebook粉絲團、APP手機軟體、口碑行銷、名醫加持四種行銷模式為構面，衡量其對消費者購買意願之影響，並加入個人、心理、社會文化三種因素探討其干擾效果。研究範圍在手術與非手術的醫學美容，不限任何療程或服務，依問卷發放方式，共發放400份問卷，回收386份，剔除無效問卷14份，有效問卷為372份有效問卷回收率93%。採取立意取樣方式收集問卷，透過問卷調查將所得資料先做信效度分析，再針對消費者背景資料進行敘述性統計分析和推論性統計分析、並利用多元迴歸分析、階層迴歸分析等統計方法，探討醫學美容的行銷策略對消費者購買意願之影響及其干擾效果。本研究顯示「APP行銷」、「Facebook行銷」及「口碑行銷」對「購買意願」具有顯著正向影響；「口碑行銷」對「購買意願」之影響最大，其次為「Facebook行銷」，再其次為「APP行銷」。「社會文化」對「APP行銷」、「Facebook行銷」與「購買意願」之間有干擾效果。本研究有別於其他研究特別針對Facebook、APP手機軟體等行銷方式做探討，可做為醫學美容門診之經營者擬定行銷策略之重要參考。

關鍵字

Facebook ； APP ； 口碑行銷 ； 名醫加持 ； 醫學美容 ； 購買意願 ； 干擾效果

並列摘要

In this study, the people over the age of 20 in Taichung as the research object, four construction of Facebook marketing, APP mobile software, word-of-mouth marketing, and famous doctor plush marketing were used as construction to measure their influence on consumers’ purchase intentions, and to join individuals Psychological, social and cultural factors to explore the three moderating effects. In this study, the scope of surgical and non-surgical medical cosmetology, without any course of treatment or service, according to the method of sending questionnaires, a total of 400 questionnaires were distributed, 386 copies, excluding invalid questionnaires 14 , Valid questionnaires for 372 valid questionnaire recovery rate of 93%. By using multiple regression analysis and hierarchical regression analysis, to explore the impact of medical beauty marketing strategy on the purchase intention of consumers and their moderating effects. This study shows that ＂APP Marketing＂, ＂Facebook Marketing＂ and ＂Word of Mouth Marketing ＂have a significant positive effect on＂ purchase of purchase＂;＂Word of Mouth Marketing ＂has the greates impact on ＂Purchase Intention＂, followed by ＂Facebook Marketing＂, followed by ＂APP Marketing＂. ＂Social Culture＂ has moderating effects between ＂APP Marketing＂, ＂Facebook Marketing＂ and＂ Purchase Intention＂. This study can be used as an important reference for medical beauty clinic managers to develop marketing strategies.

並列關鍵字

Facebook ； APP ； Word-of-mouth marketing ； famous doctors ； medical beauty ； purchase intention ； moderating effect