美容服務業消費者體驗之研究─體驗行銷觀點

A Study of Consumers’ Experience in the Beauty Service Industry: Experiential Marketing Perspectives

陳葉明容(Ming-Rong Chen Yeh)

指導教授 ： 曾信超

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2011年)

https://doi.org/10.6833/CJCU.2011.00215

摘要

在舒適的空間中進行美容消費，無疑已是現代人最時尚的休閒活動！生活在鋼筋水泥叢林中的都市人，工作緊張、壓力大，又缺乏充裕的時間進行身體和心靈的調整，針對當代人放鬆身心、回歸自然的追求，休閒生活與美麗經濟將出現全面結合的契機，運動健身中心、美容生活館應運而生，形成一股新潮流。
本研究以參加過美容體驗之消費者作為研究對象，採用直接問卷調查方式，透過美容服務機構員工及消費者資料蒐集，以實證本研究之假設並提出適當之建議，發放120份問卷，回收有效問卷104份。問卷回收後使用SPSS12.0統計軟體進行信度分析與統計性分析，LISREL8.52 軟體進行線性結構模式分析。
研究結果發現美容業者服務品質與體驗情緒、體驗價值之間有顯著正相關。消費者體驗情緒與體驗價值之間有顯著正相關。美容業者服務品質與消費者行為意向存在不顯著相關。消費者體驗情緒、體驗價值與其行為意向有顯著正相關。
美容業者服務品質通過消費者體驗情緒與體驗價值來影響消費者行為意向。消費者的體驗情緒和體驗價值將影響其行為意向，從而影響美容產業之發展。作為美容產業的經營者應重視體驗行銷，進而獲得更高的價值與利潤，以吸引更多消費者。
不同的個人背景在服務品質、體驗價值、體驗情緒上之差異，以往相關研究者並不多。在此次研究上發覺：
一、不同職業對顧客關注度顯著差異，職業為自由業之受訪者在顧客關注度上之實測值明顯高於職業為其他之受訪者。
二、不同婚姻狀況對體驗價值呈顯著差異，已婚有子女的受訪者的體驗價值顯著高於未婚的受訪者。
以上論點可以提供美容業者在服務品質、體驗價值、體驗情緒上做不同設計以增加客源或增加顧客忠誠度。

關鍵字

美容服務業 ； 服務品質 ； 體驗情緒 ； 體驗價值 ； 消費者行為意向

並列摘要

It is no doubt that for modern people having beauty consumption in the comfortable environment is viewed as one of the most fashionable leisure activities. Living in the concrete jungles, urbanites not only have lots of work tension and high pressure but also lack of time to adjust their bodies and minds. To cope with the modern people’s need for pursuing body-and-mind relaxation and returning to the nature, the opportunity of overall combination of leisure life and beauty economics has been emerging. Nowadays, it is a new trend to initiate sport and fitness centers and beauty salons.
This study administered a questionnaire survey for the consumers who have ever experienced the beauty service. Through conducting an empirical study to test the hypotheses and propose relevant suggestions, the questionnaires were collected from the staffs and consumers of beauty service organizations. One hundred twenty copies of questionnaires were distributed, and 104 copies were returned validly. To analyze the study data collected, the statistical software SPSS 12.0 was used to do reliability analysis and statistical analysis, and LISREL 8.52 was adopted to examine the linear structural relations. The results of the study are as follows:
1.There is a significant positive correlation between beauty practitioner’s service quality and the consumers’ experience emotion and experience value;
2.There is a significant positive correlation between experience emotion and experience value of the beauty consumers;
3.There is a non-significant correlation between beauty practitioners’ service quality and the consumers’ behavioral intention;
4.There is a significant positive correlation among experience emotion, experience value, and behavioral intention of the beauty consumers.
Through experience emotion and experience value, beauty practitioners’ service quality does affect the beauty consumers’ behavioral intention. Due to the beauty consumers’ experience emotion and experience value, their behavioral intentions thus affect the development of the beauty service industry. In order to achieve a higher value and profit to attract more consumers, the top managers of the beauty service industry should pay more attention to the experiential marketing.

並列關鍵字

Beauty service industry ； Service quality ； Experience emotion ； Experience value ； Consumers’ behavioral intention

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