醫學美容市場區隔之研究－消費者體驗觀點

A Study of Market Segmentation in Medical Cosmetology-A Perspective from Consumer Experience

蘇子炘(Tzu-Hsin Su) ； 陳淑慧(Shu-Hui Chen)

《服務業管理評論》 11期 (2014/01) Pp. 43-66

摘要

本研究之目的為瞭解醫學美容市場之消費行為，並運用消費者體驗針對醫學美容市場進行市場區隔，分析消費者的人口特性、消費行為以及體驗價值之差異，作為醫學美容醫療服務品質之改善方向。研究範圍為南部地區有執行醫學美容相關療程服務的各層級醫療機構，包含單獨執業診所、聯合執業診所、區域醫院及地區醫院與醫學中心。以曾經接受臉部回春美容整形手術的消費者做為調查的研究對象，問卷抽樣方式採立意取樣法，共發出540份問卷，有效問卷520份。本研究消費者體驗與體驗價值量表以驗證性因素分析結果適配度良好，並具有良好的信、效度。集群分析以五種消費者體驗為區隔基礎，將消費者分成四群，分別命名為「理性保守型」、「情感趨向型」、「熱衷趨向型」、「全面體驗型」，區別分析預測正確率為97.02%。本研究結果發現醫學美容市場中，不同的消費族群其人口統計和就醫行為與體驗價值皆有所差異。本研究結果有助於醫療機構在提供醫學美容服務時，能更清楚瞭解消費者對於醫學美容消費體驗的變化過程，能提供令消費者更滿意的醫學美容服務。

關鍵字

醫學美容 ； 消費者體驗 ； 市場區隔

並列摘要

The purpose of this research is to understand the consumer behavior of the medical cosmetology market and using the consumer experiences to perform the marketing segmentation for the markets on medical cosmetology. We also analyzed demographic characteristics, consumer behaviors, and perceived value in medical cosmetology to be the way to improve the service quality of medical cosmetology. Our research region includes all levels of medical institutes that perform the service of medical cosmetic treatment in the southern Taiwan, including separateness clinics, union clinics, regional hospitals and medical centers. Our research sample is consumer who used to have a facial cosmetic or cosmetic surgery. There were 520 valid questionnaires out of 540 questionnaires. The results of confirmatory factor analysis for consumer experience scale and perceived value scale showed that the goodness-of-fit, reliability, and validity all were good. Then we used these 5 consumer experiences to do cluster analysis. The results showed that there are four clusters which are named be ”rationality and conservation”, ”emotional tendency”, ”fanatical tendency”, and ”full experiences” respectively. The prediction accurate rate of discriminant analysis is 97.02%. This research results proved that there are different benefit segmentations in medical cosmetic market. There are different demographic characteristics, medical behaviors and value feelings among 4 clusters. This research is helpful to understand the changing process of consumer experience for medical cosmetics, and provide more satisfied medical cosmetic services.

並列關鍵字

Medical cosmetology ； Consumer experience ； Market segmentation