消費者特性與關係行銷對購買意願影響之研究—以台灣美容醫學產業為例

隨著社會經濟的發展，人們普遍越來越注重外觀形象，當前美容醫學產業更已發展為全球第三大產業，隨著市場移向到亞洲，台灣也因美容醫學技術與經濟發展，每年創造出百億以上的商機。值處產業競爭激烈環境中，企業行銷更是重視與顧客之間的關係建立，強調提供多元化、創新以及差異化的服務，在服務多變性與顧客多樣性的氛圍下，使得當前的行銷策略越來越精緻化，特別是為能夠滿足不同特性的消費者，期能透過關係行銷建立與顧客間的友好關係，以提高顧客的忠誠度成為長期愛好者，進而促使企業永續發展。故本研究透過分析消費者的背景、生活型態，探究美容醫學產業如何有效辨識消費者特性與運用關係行銷，來增強顧客購買意願。　　本研究係以問卷調查法進行資料蒐集，期間透過網路問卷型式，以 Line、 Facebook 進行便利抽樣發放。所採問卷調查區分為基本資料、生活型態、關係行銷知覺與購買意願四個層面，研究對象為台灣地區年滿 20 歲以上之一般大眾，採個人對美容醫學主觀感受，探討消費者生活型態與關係行銷對購買意願的影響。研究結果顯示，消費者人口統計變數對於購買意願為不顯著，而「年齡層」、「年所得」對於「關係行銷知覺」皆有負面影響，表年齡層、年所得愈低對於關係行銷知覺愈有感；生活上的「活動(A)」型態，對「關係行銷知覺」皆具正相關，卻不足以影響其購買意願，而「興趣(I)」型態對於「財務性」知覺有正相關，且能正向影響消費者的購買意願，「意見(O)」型態則是對於「結構性」知覺具正相關，且具影響消費者的購買意願。

關鍵字

消費者特性；生活型態；關係行銷；購買意願；美容醫學

並列摘要

With the development of social economy, people generally pay more and more attention to the appearance of the image. The current aesthetic medicine industry has developed into the third largest industry in the world. As the market moves to Asia, Taiwan has created more than 10 billion business opportunities every year because of its aesthetic medical technology and economic development. In a highly competitive industry environment, corporate marketing pays more attention to the relationship with customers, emphasizing the provision of diversified, innovative and differentiated services, making the current marketing strategy more and more refined, especially for consumers with different characteristics. Therefore, this research explores how the aesthetic medicine industry can effectively identify consumer characteristics through consumer background and lifestyle, and use relationship marketing to increase buying intention. 　　This research collects data by questionnaire survey, and convenience sampling on Line and Facebook through online questionnaires. The questionnaire is divided into four parts: Basic Information, Lifestyle, Relationship Marketing Perception and Buying Intention. The research object is for the general people who are over 20 years old in Taiwan. Based on their personal feelings about aesthetic medicine, to explore the impact of consumer lifestyles and relationship marketing on buying intention. 　　The results of this research show that consumer "Demographic Variables" are mostly not significant for "Buying Intention". "Different Disparity Age" and "Annual Income" both have a negative impact on "Relationship Marketing Perception". It means that the lower of the different disparity age and the annual income, are more sense of relationship marketing perception. "Activity" in lifestyle has a positive impact on "Relationship Marketing Perception" but does not affect "Buying Intention". "Interest" in lifestyle has a positive impact on the "Financial Bound of Relationship Marketing Perception" and can positively affect "Buying Intention". "Opinion" in lifestyle has a positive impact on the "Structural Bound of Relationship Marketing Perception" and can positively affect "Buying Intention".