醫學美容醫師專業化、顧客購買行為意圖及其消費行為關係之研究─以知覺價值為干擾變數

A study of the Relationship among the Physician Professionalization of Medical Cosmetology, Customer's Purchase Intent, and Their Consuming Behavior: The Perceived Value as a Moderating Variable

徐淑玲(Shu-Ling Hsu)

指導教授 ： 李元墩

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2013年)

https://doi.org/10.6833/CJCU.2013.00212

摘要

全球風靡著醫學美容，醫學美容市場已經成為各國醫療產業重要的一項自費發展項目，台灣的醫療環境以健保體制為基本，但因應健保給付的壓力及市場需求增加，漸漸的讓醫療院所爭相設闢醫學美容，也因為提供者的醫學美容種類多樣，及專業程度不齊狀況導致醫療糾紛頻頻出現。故探討醫學美容醫師專業化與顧客購買行為意圖與知覺價值影響顧客消費行為之關係有其重要性。

本研究針對層消費醫學美容之顧客為研究對象，經由紙本發送調查問卷，於北區發放100份、中區發放70份、南區發放130份，受測者條件限制為在職人員排除學生，總發放問卷數300份，回收288份，有效問卷為280份(93.3%)，研究問卷調查方法為立意抽樣調查(Purposive Sampling)，本研究資料採用分析方法為描述性分析、信度分析、人口統計變數分析t-test、ANOVA、簡單迴歸分析、階層迴歸分析－中介效果、干擾效果的檢驗，在本研究之實證下，醫美醫師專業化與顧客購買意圖與消費行為之間有顯著關係存在，其中知覺價值不具干擾效果。

本研究整理之結論歸納如下：
1. 醫學美容醫師專業化對消費行為有顯著正向的影響。
2. 醫學美容醫師專業化對醫學美容顧客購買行為意圖有顯著正向的影響。
3. 顧客購買意圖對消費行為有顯著正向影響。
4. 醫美顧客購買意圖在醫美醫師專業化與消費行為關係中有完全中介效果(full mediation effect)。
5. 知覺價值在醫美購買意圖影響其消費行為關係之干擾效果不存在。
6. 醫學美容消費行為在北中南區之間無顯著差異。
7. 醫學美容消費行為在消費者年齡上無顯著差異。
8. 醫學美容消費行為在消費者年所得上無顯著差異。
9. 醫學美容消費行為在消費者性別上無顯著差異。

本研究建議如下：
1. 研究結果發現消費者希望經由醫學美容來改變外貌，醫學美容消費者在選擇購買醫學美容時，希望醫師為國家認證合格，建議設立醫學美容單位時如果能獲得國家認可將成為消費者首選。
2. 當消費者已經開始注重醫師專業化及醫學美容醫療品質，醫策會開始進行認證之制度，建議將認證後之統一識別標章能像中央健保標章模式張貼於醫學美容院所明顯處讓消費者更簡便選擇及判斷。
3. 對未來研究方向建議可以將本研究之醫師專業化的醫師執行醫學美容經驗值及醫學美容使用之設備或耗材、價格及服務品質一一分析及深入探討，並且建議未來研究之分析可以加入質化研究之深度訪談。

關鍵字

醫學美容 ； 專業化 ； 知覺價值 ； 行為意圖 ； 消費行為

並列摘要

Medical cosmetology is the trendiest business around the world. The market of medical cosmetology has become an important income for the self-paid medical industry in many countries. In Taiwan, the medical environment mostly depends on national health insurance. As the strict limitations of the national health insurance and the market demand increases, medical cosmetology has become a rising business choice for many hospitals. Since there is no law regulating the quality of medical cosmetology given to patients, and the selections of medical aesthetics are too broad, this booming service has caused many medical disputes. The purpose of this research is to study the relationship between the professionalism of physician of medical cosmetology and customers’ purchase intents, perceived values, and consuming behaviors.

The data is collected by paper questionnaire in northern, central, Southern part of Taiwan. The target study population is customers of medical cosmetology, excluding students. Three hundred questionnaires were issued, and then a total of 288 questionnaires were collected. Among the 288 questionnaires, 280 were effective. The empirical data was analyzed by description analysis, reliability analysis, and population statistics variable analysis-independent t verification, and variable analysis-single factor variation number analysis, and mediating effects tests, class-class regression analysis regression analysis-moderating effectiveness test. This empirical study shows a significant relationship between the professionalism of Medical Cosmetology physician and customer’s purchase intentions and behaviors. The perceived value of the customers has no significant intent to the study result, thus, it is a moderating variable.

The research findings were then summarized as follows:
1. The professionalism of medical cosmetology physician has a positive direct effect on consuming behavior.
2. The professionalism of medical cosmetology physician has a positive direct effect on customer’s purchase intent.
3. Customer’s purchase intent has a positive direct effect on consuming behavior.
4. Customer’s purchase intent has a full mediation effect in the professionalism of medical cosmetology physician and consuming behavior.
5. Perceived value has no moderating in customer’s purchase intent for the relationship between medical cosmetology and its consuming behavior.
6. The residential area variable has no significant differences within consuming behavior.
7. The age variable has no significant differences within consuming behavior.
8. The consumers’ income per year variable has no significant differences within consuming behavior.
9. The gender variable has no significant differences within consuming behavior.

The research suggests the following:
1. The professionalism of medical cosmetology has influence on customers’ purchasing intentions; therefore, customers’ hopes to see a law established for the practice in medical cosmetology.
2. When consumers have begun to focus on physician professionalization and medical quality, Taiwan Joint Commission Hospital Accreditation starts to institution the certification, suggests post the logo on obvious site same to health insurance logo, customers will convenient to choose medical cosmetology center.
3. Recommendations for future research directions of physician’s medical cosmetology experience, laser device, injection material, price, service, the research analysis can use in-depth interview.

並列關鍵字

Medical Cosmetology ； Professionalization ； Perceived value ； Consumer behavior

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