消費者虛榮特性與知覺價值對購買意圖影響之研究：以醫學美容療程個案探討

The Study of Vanity Traits and Value Perception toward Consumer Purchase Intention – A Case of Medical Cosmetic Industry

潘雅仙(Pan-YaHsien)

指導教授 ： 方文昌

國立臺北大學/商學院/企業管理學系/碩士(2012年)

摘要

隨著經濟、醫療科技與生物技術的進步，全球人口平均壽命增加，
民眾除基本生活需求之餘，更因消費能力的增強與自我實現的追求，人們對於外表的演進需求更是與日俱增。為維持良好外表展現，人們勇於接受合法之醫療行為已成趨勢。正因此風潮，加上外來文化(偶像崇拜)衝擊，醫學美容產業逐漸成為全球醫療發展的重要趨勢。
本研究針對醫學美容產業，虛榮特性、知覺價值和消費者購買行為
意圖間之關聯做個案分析。具有外表關懷之虛榮特性的消費者，藉由醫學美容幫助改變外表給予正面肯定。而擁有成就關懷虛榮特性的消費者，對於外表的改變能在其職場上帶來正面價值，也願意透過醫美療程改變外表，與知覺交易價值和知覺獲得價值兩構面都有正向關係。
擁有知覺價值之消費者對醫美療程的行為意圖表現就愈正向影響。
消費者認為醫美療程能改善外表是有意義及價值的意念越正向，且認為消費醫美療程有意義的意願越強。具有外表關懷虛榮特性的消費者在醫學美容療程的行為意圖為正向影響效果，許多研究調查發現，有外表優勢之人在求職或是人際關係較有利基，願意嘗試美容或整形方式改善自己的外貌，對醫學美容療程產生正向態度，最後產生正向的再購意圖。具有成就關懷虛榮特性的消費者，對醫學美容的行為意圖無明確關聯。意謂擁有成就關懷虛榮特性的消費者，擁有來自事業的成功或學業的傑出表現的成就感，不會視外貌的美醜為成就的唯一來源。因此具有成就關懷的消費者在接受醫學美容行為後的再購意圖，非如外表關懷虛榮特性之消費者願意分享及再購意圖明確。但這不代表擁有成就關懷虛榮特性之消費者對醫美產品無再購行為意圖，基於自身擁有的成就不需靠改變外表取得，所以不願強調對產品之行為意圖，但仍承認醫美療程對外表改變的正向價值觀。在醫學美容產業中，虛榮特性、知覺價值與行為意圖皆具有正向關係。

關鍵字

虛榮特性 ； 知覺價值 ； 行為意圖

並列摘要

The improvement of worldwide economic condition, coupled with the advanced medical science and biomedical technology have all contributed to the increased average lifespan. People are not just living longer but living better. In addition to the fulfillment of basic living requirements, people’s desire for better appearance are also on the rise, thanks mainly to the increased consumption ability and the pursuit of self actualization. With human beings’ strong tendency toward aestheticism, people are aggressively seeking out legitimate medical treatments. Precisely for this craze, along with the influx of foreign
culture and the media saturation with idolatry, the looming medical aesthetics/cosmetic industry is shaping up as an important global healthcare trend.
This study focuses on the case-by-case analysis of the relationship among medical aesthetics/cosmetic industry, vanity traits, value perception and consumer purchase
behavior intention. Consumers with appearance concern vanity trait have sought affirmative recognition through the help of medical cosmetic changes while consumers
with achievement concern vanity trait tend to associate improved appearance (look) with positive values at the work place and thus are also willing to make appearance changes
through medical cosmetic technologies. All have created the two dimensional positive effect on “perceived transaction value” and “perceived acquired value”.
Consumers of value perception tend to exhibit positive impact on behavior intention toward medical cosmetic technology, with stronger conviction in recognizing the medical cosmetic process as a significant proposition. They believe that improving the appearance through medical cosmetic technology does make sense, it projects affirmative value; they also show strong tendency of believing that the medical cosmetic process is the right thing to do. Those appearance concern vanity trait consumers positively affect their behavior intention from medical cosmetics procedures. Many researches have shown that people with better looks (appearance) are of more advantageous in getting jobs or in personal
relationship. They are willing to improve their appearance through cosmetology or plastic surgery. In turn, they tend to exhibit positive attitude toward medical cosmetics that result in affirmative, repeated purchase intention. The achievement concern vanity trait consumers show no definitive or clear cut relationship with their behavior intention on medical cosmetics. This indicates that consumers with achievement concern vanity trait
feel a sense of accomplishment through the achievement they acquired from business (entrepreneurship) or academic fields and do not regard a better or worse appearance as the
sole source of success. Therefore, for both repeated purchase and sharing experience intentions, consumers of achievement concern vanity trait, after receiving medical
cosmetic service, appear to be less adamant than those of appearance concern vanity trait.
However, this does not imply that the consumers of achievement concern have no repeated purchase behavior intention toward medical cosmetic products; it only indicated that since their accomplishments do not rely solely on the improvement in looks, they are less willing
to focus on the products’ re-purchase behavior intention. Quite to the contrary, they still acknowledge the viewpoint of positive (affirmative) value with respect to changes in
appearance through the medical cosmetic process. In the field of medical cosmetic industry,vanity traits、value perception and behavior intention all share the affirmative relationship.

並列關鍵字

Vanity Trait ； Value Perception ； Behavior Intention

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