消費體驗、口碑、信任對消費意願之研究 — 以醫學美容為例

A Study of Consumption Experience, Word-of Mouth and Trust on Purchase Intension: An Example of Aesthetic Medical Treatment

張鈴妤(Ling-Yu Chang)

指導教授 ： 蔡碩倉

亞洲大學/管理學院/經營管理學系碩士在職專班/碩士(2009年)

摘要

隨著地球村與國際化的發展，近年來亞洲各國均積極發展觀光醫療，帶給醫療產業一個嶄新的契機。其中強調利用專業醫療技術，結合生物科技，達到抗老回春效果的「醫學美容」，已在歐美及亞洲地區蔚為風尚。本研究以Schmitt的策略體驗模組及Bansal & Voyer的口碑理論，建構含有消費體驗與口碑之消費者信任模式，再以結構方程式釐清兩者對醫學美容消費決策之影響。研究發現，消費體驗透過信 任較口碑透過信任更能提高消費意願。而在目標對象方面，顯示低所得消費者較信任口碑，採周邊路徑訊息，高所得消費者較傾向消費體驗，採中央路徑來對訊息做決策。

關鍵字

醫學美容 ； 消費體驗 ； 口碑 ； 信任

並列摘要

The recent rapid economy growth in the Asia region has reshaped the landscape of medicine industry. Aside from the conventional task of cure and treatment, many hospitals has started providing service innovation in the domain of anti-aging, face-lift, and aesthetic medicine, meeting people’s needs and demands to pursue rejuvenation. Experience and word-of-mouth (WOM) are two well established antecedents to the use intention and behavior. However, differing from other sorts of service, the cosmetic surgery as an irreversible process inevitably arouses the concern and retards the adoption. Thus, trust toward the medical institution and practicing physician play the role of facilitator for decision making. Based on Bansal’s ‘theory of word-of-mouth’ and the ‘strategic experimental modules’ proposed by Schmitt, this study builds and empirically test a conceptual framework involving experience, WOM, trust, use intention and behavior. The finding is that experience weighs heavier than WOM in invoking trust, leading to use intention. Prospects’ levels of income also moderate the links between experience and trust, and between WOM and trust. It has implications with articulating clients’ decision making process in adopting the service innovation such as anti-aging and aesthetic reform treatment.

並列關鍵字

cosmetic surgery ； comsuption experience ； word-of-mouth ； trust

參考文獻

Addis, M. & Holbrook, M, B. (2001). On the Conceptual Link between Mass Customization and Experience Consumption: An Explosion of Subjectivity, Journal of Consumer Behavior, 1(1), pp.50-66.

Agarwal, S., and Teas, R. K. (2001). Perceived value: Mediating role of perceived risk. Journal of Marketing Theory and Practice, 9(4), 1-13.

Alderson, W. (1957). Marketing Behavior and Executive Action: A Functionalist Approach to Marketing Theory. Homewood, Illinois: R.D. Irwin, Inc.

American Society of Plastic Surgeons (2002). Cosmetic Surgery Trends, http://cozmedic.com/1992-2001-cosmetic_trends.pdf.

Anderson, E. W. (1998). Customer Satisfaction and Word of Mouth, Journal of Service Research, 1 (1), 5–17.