美甲消費體驗、美甲技術品質與顧客忠誠度之研究 －以新北市和桃園市美甲消費者為例

本研究旨在探討新北市、桃園市美甲消費者的美甲消費體驗、美甲技術品質與顧客忠誠度之關係，採電子問卷調查，共發放 335 份，問卷回收為 335 份，有效回收率達 100%。所得資料經描述性統計、獨立樣本 t 檢定、單因子變異數分析與迴歸分析等統計方法進行分析，所得結果如下: 美甲消費者之不同人口背景變項在美甲消費體驗、美甲技術品質及顧客忠誠度上，具有顯著差異。美甲消費者的消費體驗對美甲技術品質具有顯著正向影響;美甲消費體驗對顧客忠誠度亦具有顯著正向影響;美甲技術品質對顧客忠誠度也具有顯著正向影響;而美甲技術品質在美甲消費體驗與顧客忠誠度具有中介作用。美甲消費者美甲消費體驗感受介於普通到同意之間，美甲消費者對於美甲的消費體驗感受屬於中高程度，表示美甲消費者對於美甲消費體驗感受較重視休閒情境舒壓的塑造，美甲技術品質感受介於普通到同意之間，表示美甲消費者對於美甲技術品質感受屬於中高程度。其中美甲消費者對專業證照的感受程度較高，可能因為美甲消費者能藉由政府所制定的專業證照來衡量美甲從業人員的專業技能，相對來說對美甲消費者也是另一層面的保障。美甲顧客忠誠程度介於普通到同意之間，表示美甲消費者對於美甲顧客忠誠度屬於中高程度。由此可知，美甲消費者對於本研究問卷投放之美甲工作室(沙龍)有一定的信賴。

關鍵字

美甲消費體驗；美甲技術品質；顧客忠誠度

並列摘要

The purpose of this study was to explore the relationship between nail art consumption experience, nail art technical quality and customer loyalty of nail art consumers in New Taipei City and Taoyuan City. An electronic questionnaire survey was issued. A total of 335 questionnaires were distributed. . The obtained data was analyzed by statistical methods such as descriptive statistics, independent sample t test, single factor variance analysis and regression analysis. The results are as follows: The different demographic background variables of nail consumers have significant differences in nail consumption experience, nail technical quality and customer loyalty. The consumer experience of nail art has a significant positive effect on the technical quality of nail art; the consumer experience of nail art also has a significant positive effect on customer loyalty; the technical quality of nail art also has a significant positive effect on customer loyalty; and the technical quality of nail art is in nail art Consumer experience and customer loyalty have an intermediary role. Manicure consumers' experience of manicure consumption experience is between ordinary and agreed. Nail consumers' experience of manicure consumption is of a medium to high level, indicating that manicure consumers pay more attention to the shaping of leisure situations and the quality of manicure technology. Between ordinary and consent, it means that nail art consumers have a medium to high level of perception of the quality of nail art. Among them, nail consumers have a higher degree of perception of professional licenses, perhaps because nail consumers can measure the professional skills of nail professionals by using professional licenses established by the government, which is relatively another level of protection for nail consumers. Nail customer loyalty is between ordinary and agreed, indicating that nail loyalty to nail customers is a medium to high level. It can be seen that nail art consumers have a certain degree of confidence in the nail art studio (salon) that this questionnaire is put into.