| Abstract: | 本研究旨在利用理性行為理論與知覺價值理論，探討在不同消費者特徵之身體意象、及涉入程度對於醫學美容服務購買意圖與行為關聯性。本研究在北部、中部、南部等醫學美容機構發放409份問卷，有效回收率81.4%。受訪者主要針對實際在醫美機構實際參與消費，問卷經SPSS統計分析，實證結果如以下：年齡以26-35歲女性，教育程度以大專人數佔最多，在平均收入方面以10,000元~30,000元為主，使用過醫學美容的消費次數則在2-4次，大多經朋友介紹而來接受醫學美容服務。 結果發現：男性傾向以外科手術改善外貌，女性容易受報章雜誌及網路影響且較不滿意自己身材。平均收入在70,001元以上的消費者，會聽從專業人士的建議利用外科整型手術重塑外表。 在主觀規範之中，外部影響愈高時，例如報章雜誌及網路等影響，其侵入性手術的購買意圖也愈高。當知覺成本及知覺利益愈高時，其購買意圖也愈高，顯示消費者仍然以價格及利益為消費決策之最重要考量因素。 建議如下：醫學美容業者可以適度推出不同促銷組合方案，以增加消費者之購買意願，藉由整合式行銷方式，加入行動通訊廣告與體驗行銷方式，提高消費者參與度及提升機構形象，例如業者可以利用部落格網站、臉書及手機應用程式廣告等行銷方式，增加消費者互動與討論區，藉由口碑行銷影響消費者的購買意圖。瞭解消費者的需求是經營醫學美容事業須考量的要素，本研究的發現幫助了解消費者對醫學美容服務的需求情況，可以作為業者思考在訂定或改變服務的價格與發展新醫美服務項目時，掌握行銷重要的對象與決策的考量。
This study aims to use the theory of reasoned action theory and perceived value theory to explore theharacteristics of different consumers body image, and medical cosmetic services for purchase intentions and behavioral relevance. For this study, 409 questionnaires were distributed in the northern, central, southern Taiwan and other medical cosmetic institutions, the effective rate of 81.4%. Respondents were mainly for practical beauty institutions actually involved in the medical consumer, The SPSS software statistical analysis of the questionnaire, The empirical results as the following: Age of 26-35 years old, The average income of NT$10,000 to NT$30,000, education accounts for a maximum number of college parties, used medical cosmetic consumption frequency in 2-4 times, mostly by friendsintroduce to receiving medical cosmetic services. The results showed as following: Males tend to surgery to improve appearance, females susceptible to newspapers, magazines and network effects and more dissatisfied with their body. The consumer average income more than NT$70,001 would listen to the professionals recommendations to use of surgical plastic remodeling appearance. In subjective norm among, when an external influence is higher, such as newspapers, magazines and the Internet influence, it invasive surgery is also higher purchase intention. When the perceived costs and perceived benefits is higher, their purchase intention is also higher, Indicates that consumers are still the price and benefits as the most important considerations. Recommendations are as follows: medical cosmetic owners can launch different promotional mix modest programs, in order to increase consumers' willingness to purchase intentions, with an integrated marketing approach, add mobileadvertising and experiential marketing projects, increase consumer participation and enhance corporate image, Medical cosmetic industry can use the blog site, Facebook and mobile appand other Internet marketing methods.Users can share information about products and services,increase consumer interaction and discussion, by word of mouth marketing influence consumers purchase intentions. Understanding of consumer needs is the cause of medical cosmetic operations must consider factors.This study help to understand consumer demand for medical costemic services,When thinking in the industry as setting or changing the price of services and the development of new medical beauty services, and grasp objects considered important decisions. |
