醫美微整形相關訊息來源管道對消費者購買行為之影響—以知覺風險、涉入程度為中介變數

The Effect of Information Diffusion of Medical Cosmetic on Customer’s Purchasing Behavior —Using Perceived Risk and Involvement as Moderating Variables

傅筱君(Hsiao-Chun Fu)

指導教授 ： 葛維鈞

朝陽科技大學/管理學院/企業管理系/碩士(2013年)

摘要

醫美微整型風氣透過不同訊息來源管道傳播日漸興起，也廣為大眾接受，然而當消費者面臨自己親身體驗微整形時，對其風險的產生與承擔，仍是首要考量。綜觀國內相關研究文獻，以醫美微整形可謂之非侵入性美容方式為主之訊息傳播，對消費者知覺風險、涉入程度乃至其購買行為等，仍鮮少人著墨探討；為此，本研究將透過延續先前學術先進對於訊息傳播之相關研究，且已得到廣為證實之結果，聚焦於醫美微整形訊息來源管道傳播之影響。

本文旨在探討醫美微整形透過不同訊息傳播管道所傳達之訊息，是否會藉由消費者知覺風險與涉入程度等中介變項，以影響或誘發消費者產生購買行為。為達此目的，本研究利用因素分析與結構方程模式等分析工具，估算並檢證此等影響效果。

研究結果發現：訊息來源對消費者之涉入程度存有正向影響關係，而消費者涉入程度與購買行為間存在顯著的影響效果，消費者之知覺風險對購買行為之影響存在反向關聯，惟訊息來源對消費者之知覺風險並不明顯。

關鍵字

醫美微整形 ； 結構方程模式 ； 涉入程度 ； 知覺風險

並列摘要

Medical cosmetic through variety information diffusion are getting more attention and wildly spread. It also has been common phenomena. However, when consumers facing whether or not to experience the micro-plastic practice, accompanied risks are still their main consideration. By surveying domestic literatures, studies on the effects of information diffusion of non-invasive medical cosmetic to purchasing behaviors, through consumer’s perceived risk and involvement, are still relatively few. In this study, based on previous relevant and widely confirmed research results, we will try to focus on the influence of information diffusion on consumer’s behavior of medical cosmetic industry

The main purpose of this article is using consumer’s perceived risk and involvement as moderating variables, to find out the impact of information from different sources on consumers’ buying intention. In this study, use factor analysis and structural equation modeling to estimate and submit evidence of such influence results.

The outcome shows that: Diverse information diffusion does have positive influence on involvement, and involvement will affect consumer’s purchasing behavior. However, there are no significant evidences to show strong relationships among information diffusion, consumer’s perceived risk and their purchasing behavior.

並列關鍵字

medical cosmetic ； perceived risk ； involvement ； structural equation modeling

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