影響口碑傳播動機關鍵因素之探討─以連鎖藥妝藥局通路中醫學美容保養品藥師扮演角色為例

The Influential Critical Factors of Word-of-Mouth Dissemination Motivation─The Example of Cosmeceuticals Pharmacists in the Chain Drug Store Channel

蔡惠如(Hui-Ju Tsai)

指導教授 ： 詹道明

共同指導教授 ： 林孟彥

高雄醫學大學/藥學院/藥學研究所碩士在職專班/碩士(2006年)

摘要

越來越多的消費者希望保養品的效果能確實深入皮膚，達到美白、淡斑、控油、抗痘，甚至刺激真皮組織達到抗老除皺的效果。傳統化妝品是用來修飾或維護皮膚外觀，依照化妝品的法規，無法改變皮膚構造或生理功能，所以無法滿足消費者功能性保養的需求。然而貿然使用藥品，需要醫師的處方或指示，又有潛在的副作用及風險性，不適合一般大眾的安全使用。
醫學美容保養品的出現，定位介於兩者之間，填補了藥品與化妝品的空間，這種與醫學美容結合的保養品趨勢，相當受到皮膚醫學的專業人士推崇，也逐漸改變大眾的保養習慣，加上醫學美容保養品推出新品的速度極快，產品線既廣且深，十分完整，成為現代人美膚的另一種選擇。
本研究以連鎖藥妝藥局的藥師與消費者之關係為主題，以消費者的角度探討哪些因素會對其進行口碑傳播產生關鍵性影響，希望透過本研究對藥妝藥局業者有所助益，最後提出未來研究方向之建議。
研究結果發現：
1. 藥師提供的專業職能越高，顧客傳播口碑動機越高。即藥師之專業職能與口碑傳播動機有顯著正向關係。
2. 顧客與藥師間的關係強度越強，顧客傳播口碑動機越高。即藥師與顧客之關係強度與口碑傳播動機有顯著正向關係。
3. 顧客對藥師的信任程度越高，顧客傳播口碑的動機越高。即顧客信任藥師之程度與口碑傳播動機有顯著正向關係。
4. 顧客對藥師的整體滿意度越高，顧客傳播口碑動機越高。即顧客對藥師之整體滿意度與口碑傳播動機有顯著正向關係。

關鍵字

醫學美容保養品 ； 專業職能 ； 關係強度 ； 信任 ； 滿意度 ； 口碑傳播動機

並列摘要

Right now, more and more consumer hopes that cosmeceuticals can really help on various skin problems, for example whitening, spotless, oil-control, as well as the wrinkle problem. Normally traditional cosmetic products are used to dress up and uphold the appearance of the skin and, according to the law, cosmetic product cannot transform the skin's structure or physiology function so it causes dissatisfaction in consumer's demand, moreover to correctly use the medicine also need the doctor's prescription and instruction which may still have potential side effects and risks, that are not suited for safe daily usage.
The appearance of medical cosmetology, already fulfills the space between medicine and cosmetics, and because of this leads to gradually changing the health care habits of people as well as the new health care trends. Moreover, it has become another choice for present consumers because the release speed of these types of products is very fast, as well as the product lines are wide and complete.
This research aims at studying the relationship between the chain drug store channel pharmacists and consumers as a research topic by discussing from the consumer point of view to come across the factors that are the key influence on WOM dissemination. In the other hand, the author also hopes that this research will provide benefits to the manager of the chain drug store channel. Lastly, this research also raises future research directions.
The research results show the following:
1. The more expert the pharmacist is, the higher the customer’s WOM dissemination motivation and leads to a significant positive relationship between them.
2. The stronger the tie between pharmacist and customer is, the higher the customer’s WOM dissemination motivation and leads to a significant positive relationship between them.
3. The more the level of trust to the pharmacist is, the higher the customer’s WOM dissemination motivation and leads to a significant positive relationship between them.
4. The higher the level of customer satisfaction is, the higher the customer’s WOM dissemination motivation and leads to a significant positive relationship between them.

並列關鍵字

Cosmeceutical ； Expertise ； Tie strength ； Trust ； Customer satisfaction and word-of-mouth (WOM) dissemination motivation

參考文獻

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