消費動機與體驗價值之探討-以傳統整復推拿為例

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標題:	消費動機與體驗價值之探討-以傳統整復推拿為例 A Study of Consumption Motivation and Experience Value – An Example of Traditions Recovery Manipulation 研究目的：衛福部在政策白皮書中將「發展中醫健康預防醫學，以達預防疾病與改善體能」列為重要目標，加上近年民眾追求養生保健，利用傳統整復推拿以紓解身心疲勞之風氣興盛，可知健康促進已是全球健康策略之趨勢。故本研究擬瞭解民眾參與傳統整復推拿之現況，並探討其消費動機與體驗價值間之關聯與影響因素。研究方法：本研究採自擬之結構式問卷進行調查，並以某傳統整復推拿館之顧客為研究對象，採立意取樣，以電子問卷進行資料之收集，共回收233份。問卷內容包括：人口統計學變項、消費動機與體驗價值三部分。並以統計軟體 SPSS 22.0 進行資料分析。結果與討論：1.前往消費原因以消除疲勞(73%)最高，不舒服的原因以肌肉酸痛(95%)最多，較易不舒服的部位以頸(73%)、腰(57%)、上背(55%)較多。2.消費動機中以「產品價值(4.32)」最高，體驗價值中以「關聯體驗(4.28)」最高。3.消費動機中產品價值的「因為能讓我的身體得到舒服與放鬆(4.62)」認同意願最高。體驗價值中思考體驗的「推拿後可以消除身體的疲勞與不舒服(4.56)」認同意願最高。結果數據以消除疲勞及得到舒服放鬆為高，符合「民俗調理業管理規範」所規範的「紓解筋骨、消除疲勞為目的」；職業別中以「工」在消費動機得分最高，或許因工作型態屬勞力型態居多，較易疲勞、酸痛。4.顧客的家族史、教育程度、職業及消費頻率會造成消費動機呈現顯著差異(p<0.05)。5.顧客的教育程度、職業及資訊來源會造成體驗價值的情感體驗呈現顯著差異(p<0.05)。6.消費動機與體驗價值為高度相關(r=0.810)。7.消費動機增加1分，體驗價值平均會增加0.787分。建議：消費動機中的產品價值(服務與專業)對體驗價值的影響最大。(1)建議相關業者可以加強員工的服務態度訓練，讓顧客有更好的體驗價值。(2)目前已有1,597位取得「傳統整復推拿技術士」證照的專業人員，建議未來擬定相關政策時，思考如何提升「傳統整復推拿技術士」人員的可近性。 ObjectiveAccording to the white paper, ";preventing diseases with preventive medicine of traditional Chinese medicine and improve physical fitness";has become an important goal for the Ministry of Health and Welfare. Along with the concept of health care getting popular in recent years, people started to relieve fatigue with Traditional Recovery Manipulation. We can see that, living healthy is a trend of global health strategy. Therefore, this study is trying to find out how Traditional Recovery Manipulation get involved with people's life, the relationship and influencing factors between consumption motivation and experience value.Method:This study was investigated through the self-edited structure questionnaire, by the customer of a Chiropractic, sampled by purposive sampling, and collected the data by electronic questionnaire of total 233 copies. The questionnaire includes: demographic variables, consumption motivation and experience value. The data analysis is carried out with the statistical software SPSS 22.0.Results and Discussions:1. The most reason of consumption are fatigue relieve(73%), the most uncomfortable causes were muscle ache (95%), and other uncomfortable areas were neck (73%), waist (57%), and upper back (55%).2. The highest consumption motivation is ";product value (4.32)";and the highest experience value is ";associated experience (4.28)";.3. The most desire product value in the consumption motivation was ";because it makes my body comfortable and relaxed (4.62)";. ";Massage can relieve fatigue and discomfort ";was the most agreed. Relieve fatigue and relaxation as the highest result data, just meet the ";Association of Cosmoenergy Therap";requirement, ";To stretches the physique, relieve fatigue";the consuming group were mainly ";Labors";, it's because their job are labor-intensive;which will cause muscle fatigue easily.4. The family medical history, education, occupation and consumption frequency will result significant differences in consumption motivation (p<0.05).5. The customer's education, occupation and source of information will cause the emotional experience in significantly difference (p<0.05). 6. Consumption motivation is highly correlated with the value of experience (r=0.810).7. When the consumption motivation increased by 1 point, the value of experience increased by an average of 0.787 points.Recommendation:The product value (service and professional) are the priority reason of Consumption intention.(1) It is suggested that the Traditional Recovery Manipulation to enhance training the service attitude of employees, to improve customers' experience value.(2) There are currently 1,597 members has obtained ";the certificate of Traditional Recovery Manipulation Technician";, and we earnestly appeal to the administration department to consider about improving the accessibility of the ";Traditional Recovery Manipulation technicians";.
作者:	孟法吟
貢獻者:	醫務管理系陳俞成
關鍵字:	傳統整復推拿消費動機體驗價值 Traditional Recovery Manipulation Consumption Motivation Experiential Value
日期:	2020
上傳時間:	2022-10-21 10:33:15 (UTC+8)
關聯:	學年度：108， 79頁
顯示於類別:	[醫務管理系(所)] 博碩士論文

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