醫美產業行銷模式探討

Discussion on the marketing mode of medical aesthetic industry

吳志正(Jyh-Jeng Wu) ； 郭上瑜(Shang-Yu Kuo) ； 鄭情方(Ching-Fang Cheng) ； 林京霈(Ching-Pei Lin) ； 陳柔安(Rou-An Chen)

《管理資訊計算》 8卷1期 (2019/03) Pp. 165-174

https://doi.org/10.6285/MIC.201903_8(1).0015

摘要

本研究探討在醫美產業中，「電視廣告行銷」與「YouTuber網路行銷」兩種模式下，消費者是否會改變消費者對其信任程度偏好，進而影響決策行為。以醫美網路社群間的信任移轉作為主要的研究對象，採用實驗設計方式進行驗證，設計出8種實驗情境進行研究，於校園進行實驗並發放網路問卷，研究假設均成立，因此本研究建議醫美診所可以優先考慮尋找知名YouTuber做代言，藉以達到消費者的情緒支持，當消費者產生購買意願後，再要求代言人提供消費者提供資訊支持，當消費者上診所詢問時，同時透過良好的互動建立與特定目標客群的關係，以達到互惠原則。

關鍵字

醫美產業 ； 實驗設計 ； 社會支持 ； 信任

並列摘要

This study explores whether consumers will change the consumer's preference for trust, and then influence the decision-making behavior, under the two modes of ＂TV advertising＂ and ＂YouTuber＂ in medical aesthetic industry. Discussing the trust transfer among the medical community as the main research object, using the experimental design method to verify, design 8 situations of experimental situation to carry on the research in the campus, carry on the experiment and distribute the network questionnaire, the research hypothesis all support, therefore this research suggests that the medical aesthetic clinic may give priority to look for the well-known YouTuber to do the endorsement, To achieve the emotional support of consumers, when consumers have the desire to purchase, and then ask the spokesperson to provide consumers with information support, when the consumer on the clinic when asked, and through good interaction with the specific target customer relationship, in order to achieve the principle of reciprocity.

並列關鍵字

Medical aesthetic industry ； experimental design ； Social support ； Trust

參考文獻

Emerson, R. M. (1976). Social exchange theory. Annual review of sociology, 335-362. doi: 10.1146/annurev.so.02.080176.002003

Homans, G. C. (1958). Social behavior as exchange. American journal of sociology, 597-606. doi: 10.1086/222355

Gouldner, A. W. (1960). The norm of reciprocity: A preliminary statement. American sociological review, 161-178. doi: 10.2307/2092623

Oh, H. J., Lauckner, C., Boehmer, J., Fewins-Bliss, R., & Li, K. (2013). Facebooking for health: An examination into the solicitation and effects of health-related social support on social networking sites. Computers in Human Behavior, 29(5), 2072-2080. doi: 10.1016/j.chb.2013.04.017

Tichon, J. G., & Shapiro, M. (2003). The process of sharing social support in cyberspace. CyberPsychology & Behavior, 6(2), 161-170. doi: 10.1089/109493103321640356