透過您的圖書館登入
IP:107.23.157.16
  • 學位論文

醫美意象、知覺價值、顧客滿意度與購後行為意圖關係之研究-以南部某醫學美容集團為例

A Study on the Relationships among Medical Cosmetic Image, Perceived Value, Customer Satisfaction, and Post-purchase Behavioral Intentions–Example of a Medical Cosmetology Group in Southern Taiwan

指導教授 : 馬震中

摘要


目的:近年醫美產業成長迅速,醫美業者多用各式行銷方法來增加消費,本研究將透過消費者行為概念探討醫美意象、知覺價值、滿意度與顧客購後行為意圖間之關係。 方法:本研究採橫斷式研究,以南部某醫學美容集團之顧客為對象。本研究限定曾於2014年1月1日至2016年12月31日內參與或購買過「專案類型」及「單次療程類型」的消費者,共發放問卷350份,最終回收312份,扣除無效問卷5份,有效問卷合計307份,有效問卷回收率為88%。本研究經過人體試驗倫理委員會通過後執行(計畫編號: KAFGH 106-015)。資料分析是以SPSS 20以及AMOS 23等統計軟體進行敘述性統計與結構方程模式統計分析。 結果:本研究結果發現醫美意象對知覺價值呈正向且顯著關係(β=0.855,t=15.07***);醫美意象對顧客滿意度具有正向呈顯著關係(β=0.269, t =4.24***);醫美意象對購後行為意圖具有正向呈顯著關係(β=0.225, t =2.73**);知覺價值對顧客滿意度具有正向呈顯著關係(β=0.617, t =9.98 ***);知覺價值對購後行為意圖具有正向呈顯著關係(β=0.47, t =4.87***);顧客滿意度對購後行為意圖具有正向呈顯著關係(β=0.275, t=2.85**)。 結論:本研究證實,醫美意象為所有變項之前因變項,且相較於醫美意象及顧客滿意度,顧客對於知覺價值更會對消費後的行為產生影響,因此醫美業者應於環境,醫事人員技術、服務、產品品質及企業形象等層面塑造出更明確,正面的知覺價值以吸引消費者,以提高消費者對醫學美容機構的選擇和推薦意願。根據本研究結果,提供醫學美容集團在行銷策略擬定上實務建議之參酌。

並列摘要


Purpose: People's desire for beauty has increased day by day. The industry of aesthetic medicine uses every kind of marketing methods to increase the consumption. This study takes the concept of consumer behavior as a theory to verify the relationship between Medical Cosmetic Image (MCI), Perceived Value (PV), Customer Satisfaction (CS) and Purchase Behavior Intention (PBI). Method: This research is a cross sectional study. The target population included customers who have joined the treatment or purchased the beauty products in three years of the industry association of aesthetic medicine in southern region. Convenience samples of size 350 are distributed. The total returned questionnaire number is 312, 5 invalid questionnaires were removed and retained effective questionnaire of size 307. The effective rate reported 88%.The software of SPSS20 and SEM were used to analyze the deta in order to understand the relationship between the variables. Resut: The results showed that MCI is positively related to PV (β=0.855,t=15.07***); MCI is positively related to CS (β=0.269, t =4.24***);MCI is positively related to PBI (β=0.225, t =2.73**); PV is positively related to CS (β=0.617, t =9.98 ***); PV is positively related to PBI (β=0.617, t =9.98 ***); CS is positively related to PBI (β=0.275, t=2.85**). Conclusion: This study confirms that MCI is the predictor variable of all variables. Compared with MCI and CS, PV has a stronger effect on PBI. Thus, the industry of aesthetic medicine should shapes clearer, positive value to attract consumers to improve their choice of purchase. Based on the results of the study, the researchers provided the industry association of aesthetic medicine in the marketing strategy on the practical recommendations.

參考文獻


黃振宗(2013)。廣告呈現與涉入程度對公共運輸選擇行為之影響(未出版碩士論文)。 國立台灣大學,台北市。
金宏權、歐素華(2014)。跨域資源串接-台灣醫美產業的商業模式創新。科際整合管理研討會,72-87。
林建煌(2006)。消費者行為。台北:華泰文化
楊瑞泉、李文益、段志和(2008)。大學體育室服務品質之研究。萬能商學學報,(13), 217-232。
財團法人醫院評鑑暨醫療品質策進會(2013)。醫策會美容醫學品質認證制度介紹。醫療品質雜誌,7(1),41-45。

延伸閱讀