SPA產業特色在強調利用產品及服務來建立與顧客長期親密的關係,容易達成顧客再購或交叉購買的意願。在日益競爭的SPA市場上,既要維持顧客忠誠提高再購意願,又期望可以經營顧客的交叉購買,SPA業者在推動過程中定會面臨到困難。本研究嘗試從知覺風險和轉換成本兩方面找出與再購意願和交叉購買意願之間的關係,以建構再購意願和交叉購買意願的因果模式。本研究採用便利抽樣及滾雪球抽樣方式選取台灣北部、中部、南部地區符合都會型SPA(Day SPA)規格的九家美容SPA會館進行問卷發放。研究對象為240位曾經至SPA美容會館體驗的女性消費者。利用徑路分析驗證假設和模式。研究結果發現女性消費者對美容SPA產品或服務,其知覺風險對轉換成本有正向影響、轉換成本皆正向影響再購意願與交叉購買意願、再購意願對交叉購買意願有正向影響。因此,本研究建議美容SPA會館業者與顧客維持長久的顧客服務關係,進而增強顧客再購意願與交叉購買意願。
The characteristic of the SPA industry emphasizes that a customer relationship built by the selling of products and service is easy to achieve the purpose of the repurchase intention, cross-buying intention. It is difficult for the SPA managers either to maintain customer loyalty for the increase of repurchase intention, or to supervise consumer behavior of cross-buying intention. This study attempted to build a cause-effect model of the repurchase intention and cross-buying intention through interaction of the perceived risk and switching cost. This paper used convenience sampling and snowball sampling and conducted survey to nine Day SPA shops located at the northern, central, and southern area in Taiwan. The subject was 240 female consumers who experienced SPA products and service. The use of Path Analysis approach measured the hypotheses and conceptual model. The results revealed that perceived risk had a significant positive impact on the switching cost, switching cost had the significant positive impact on the repurchase intention and cross-buying intention, repurchase intention had a significant positive impact on the cross-buying intention. In addition, this study suggested that the managers of the Day SPA shops may build the long-term relationships with female consumers so as to increase the frequency of the repurchase intention and cross-buying intention.
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