美髮服務品質、商店形象、購買意願、顧客情緒之關聯性

摘要近年來，隨著美髮商店越來越普遍及便利，一般大眾願意在美髮上花費的時間也越來越長，而美髮院亦成為人們最常去消費且停留最久的地方，此商機亦吸引了許多企業想投入美髮市場。然而顧客在體驗有別以往新的經驗時，會對美髮沙龍店各種不同面向產生認同，進而導引出消費者不同的購買行為。美髮產業在台灣發展市場其實已趨近飽和，在此競爭環境之下，各家美髮商店要如何有效提昇自我競爭力，建立良好商店形象與服務品質來使顧客情緒提升進而激起顧客購買意願。本研究以美髮服務品質、商店形象、購買意願、顧客情緒之關聯性進行資料分析，再比較二者模式間路徑係數是否存在顯著影響，藉以瞭解如何成功提昇顧客自願性之顧客公民行為，並提供美髮服務產業調整其行銷策略，於日後擬定行銷策略以及產品定位，成為幫助美髮業者獲取長期利益之參考。本研究採用問卷調查法，母體的範圍以台灣本島地區有到過美髮商店消費經驗的受測者為作為研究對象，問卷發放數670份，剔除無效問卷後，回收有效問卷500份；運用SmartPLS 3.0作為統計分析軟體，運用拔靴法將樣本隨機反覆抽取5000次做為分析量表信、效度、路徑分析及模式適配度。研究結過發現，服務品質對美髮商店形象有顯著正向影響；服務品質對顧客的購買意願有顯著正向影響；美髮商店形象對顧客情緒有顯著正向影響；顧客情緒對顧客的購買意願有顯著正向影響。

關鍵字

服務品質、商店形象、購買意願、顧客情緒

並列摘要

Abstract As hairdressing stores are spreading widely and convenient, everyone is willing to spend more and more time on hairdressing. The hair salon has become the place where people would like to stay longer and spend more money. Many companies smell this business opportunity and would want to invest. However, when customers have different new experiences than before, they would identify with different aspects of the hair salon. These will lead different purchase behaviors of consumers. The development of hairdressing industry has actually reached saturation in Taiwan’s market. In this competitive enviroment, how can hair salons improve their self-competitiveness effectively and establish a good store image and service quality to enhance customer emotion and stimulate customer purchase intention.This research analyzes the relevance between hairdressing store image, service quality, purchase intention and customer emotion, and then compare whether a significant influence on the path coefficient between two models, Learn how to successfully improve the customer's voluntary customer citizenship behavior, also provide hairdressing services industry to adjust its marketing strategies. It would be a reference that help the hairdresser obtain the largest benefit after they make plans on their marketing strategy and product positioning.This research uses the questionnaire survey procedure,the population range would take the subjects who have had experience in the hairdressing store in the Taiwan island as a research object. The grand total provides 670 questionnaire and 500 questionnaires were valid.Using SmartPLS 3.0 as a statistical analysis software,then adopt bootstrap analyze random sample and resampling 5000 times as the reliability, validity, path analysis and model fit. The study result shows there is a significant positive impact between the service quality and the image of the hairdressing store and also has the same result between the purchase intention of custmors, the image of the hairdressing store has a significant positive impact on the emotions of custmors, there is also has significant positvee impact between the emotions of custmors and their purchase intention.