醫學美容中心服務品質對消費者體驗價值及再購意願的影響—以不同世代為調節效果

The Study of the Relationships among Service Quality, Experiential Value, Repurchase Intention on Medical Cosmetology Clinic Customers: the Moderating Effect of Different Generations

陳泓賓(Hung-Pin Chen)

指導教授 ： 廖述賢 ； 吳啟絹

淡江大學/管理學院/管理科學學系企業經營碩士在職專班/碩士(2012年)

https://doi.org/10.6846/TKU.2012.00738

摘要

醫療科技蓬勃發展，不但大幅提升人類生活水準，且大量運用在醫學美容的領域，達成人們留住青春的夢想，更跨越了種族、性別及年齡，醫學美容觀念逐漸被廣泛認同。許多文獻及研究證實顧客對於服務品質與體驗價值有密切相關，不但要吸引新的顧客，更重要的是要如何讓顧客能再次消費。
因此，本研究主要探討服務品質、體驗價值與再購意願之間的關連性，以不同世代做為調節，並以醫學美容中心做為研究母體，回收之有效問卷為350份。本研究透過線性結構化方程式模型將服務品質、體驗價值與再購意願的影響進行實證分析，本研究得到的結論如下：服務品質會透過體驗價值對再購意願有正向且顯著影響，體驗價值具有部份中介效果；經由多群體分析得知，世代在服務品質、體驗價值與再購意願之間具有調節效果；即X世代在服務品質對體驗價值的影響中具有強化效果，而Y世代在體驗價值對再購意願的影響中具有強化效果。

關鍵字

服務品質 ； 體驗價值 ； 再購意願 ； 醫學美容中心 ； 結構方程模式

並列摘要

With the flourishing development of medical technology, it not only improves the standard of living but also applies massively in the field of medical cosmetology. This has accomplished the dream of permanent youth and crossed the limitation of races, gender, and age. Therefore, the concept of medical cosmetology is gradually accepted and identified by the public. Many documents and researches have showcased the intimate relationships between service quality and experiential value. Except the purpose of attracting new customers, the most important part is how to gain the re-purchasing intention.
Hence, this research is mainly investigating the relations between service quality, experiential value, and re-purchasing intention by studying the attitude of different generations and retrieving 350 valid questionnaires which are based on the medical cosmetology clinic as matrix. Through the structural equation model (SEM), we turn the influences among service quality, experiential value, and the re-purchasing intention into experimental analysis and obtain below conclusions: The service quality will have positive and obvious influence upon re-purchasing intention by the experiential value which plays partial roles of intermediary effect. Through multi-group analysis, we find generation has the moderating effect on the relationships among service quality, experiential value, and re-purchase intention; that is, Generation X has the enhancing effect on the relationship between service quality and experiential value, and Generation Y has the enhancing effect on the relationship between experiential value and re-purchase intention.

並列關鍵字

Service Quality ； Experiential Value ； Repurchase Intention ； Medical Cosmetology ； Structural Equation Model

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