消費者的購買過程、喜好對於消費金額之影響－以台灣按摩業為例

隨著台灣社會的進步及人民生活型態的轉變，消費者的消費體驗日新月異，養身和保健觀念近年來受到大眾的重視，於街道上可以看見各種傳統中式按摩店越開越多間，但是按摩店的經營者並沒有客觀的了解消費市場，所以無法利用自己的優勢訂立有效的經營方針，有鑑於此，希望透過研究明確定義按摩業消費者的消費喜好。本研究問卷設計時，參考以往學者編製的EBM模型問卷以及研究者經營按摩店的實務經驗，後續經過學者專家的意見調整修改成為正式問卷，根據問卷及統計結果發現，如果想要提高消費者的消費金額，需要讓消費者認為按摩能提高個人的生活品質，對於健康是必要的，並在按摩過程中能提高體驗樂趣、配合行銷活動讓消費者多次消費。因此，建議按摩產業於市場經營同時，於服務前後強化按摩與健康之相關宣導、於服務期間提供各式主題活動以利提升消費者在按摩過程中的消費體驗、以及服務後的點數贈送來增加顧客回流率，最終達到提高客單價、提升產業產能、為產業創造更多就業機會，進而造福社會之目標。

關鍵字

消費體驗；消費喜好；消費金額； EBM模型

並列摘要

Consumers' purchasing processes in Taiwan have evolved with changes in society and the in people's lifestyles. For example, bodybuilding and healthcare have begun receiving increased attention. Folk massage shops are becoming increasingly common in Taiwan. However, with no objective understanding of their consumer market, such shops find it difficult to establish an effective management policy. Therefore, this study aims to define the consumers' preferences of the massage industry. The design of the research questionnaire includes the relevant scales in the literature and EBM model, as well as the results of previous studies and the practical experience of researchers operating a massage shop. According to the above statistics of the questionnaire and statistics, consumers consume more when they believe that a massage service improves the quality of their lives. Consumers with a high consumption frequency exhibit high consumption. Therefore, it is recommended that the massage industry need to strengthen the publicity massage before and after the service to be healthier, and provide various thematic activities during the service to enhance the purchase process during and after the massage. Points can increase customer reflow rates. Separating variables in practice is useful, operators can better connect with their markets, industrial capabilities will increase, create jobs and benefit society.