探討醫學美容消費行為意圖之相關因素－以南部地區醫學美容機構為例

The Effect of Consumer Behavioral Intentions of Medical Cosmetology

10.30001/JIES.201506_12(1).0004

趙海倫(Hai-Lun Chao)；王泰元(Tai-Yuan Wang)；林建宏(Chien-Hung Lin)

美容科技學刊

12卷1期（2015 / 06 / 01）

67 - 90

繁體中文

由於在健保總額預算的限制下，台灣醫療服務提供者開始致力於發展自費的醫學美容服務，基於愛美是人的天性，而美貌換算成價值使醫學美容服務成為業者提高收入的方式之一，這股動力帶動全球醫美產業持續前進的趨勢，也使台灣的醫美服務持續的成長，基於因「美麗財」的毛利高，使醫美產業營運規模化及競爭激烈化，導致消費者可以選擇多樣化及要求也日益增加，為創造良好的營運績效及吸引廣大的消費群眾必須提升服務品質才能因應消費者的嚴格要求，哪些因子是增加消費者的購買動機及留住回診意願，是醫學美容業者須著立發展之處。

Due to limitations in the total health care budget, health care providers began Taiwan is committed to developing their own expense medical beauty services, beauty is based on human nature, and beauty in terms of the value of making medical cosmetic services to become one of the industry to improve the income approach, which momentum driven by trends in the global beauty industry continued medical progress, but also the beauty of Taiwan's medical services continued to grow, based on gross profit due to ＂ fiscal beautiful ＂ high, so that the operation of large-scale medical beauty industry and competition, leading consumers can choose diversification and increasing demands for the creation of a good operating performance and attract the majority of the people must improve service quality and consumer response to the stringent requirements of consumers, which factor is to increase consumer buying motives and wishes to retain back to the clinic, a medical cosmetic industry will be required to place the stand development.

1. ComScore. （ 2013 ） . Asia-Pacific ： One Region, Many Audiences. From ： http://www.comscoredatamine.com/2013/11/asia-pacific-one-region-many-audiences/
2. Google（2013）。Our Mobile Planet：台灣瞭解行動上網的消費者。取自：http://services.google.com/fh/files/misc/omp-2013-tw-local.pdf
3. 鄭圭雯（2010）。兩岸搭橋搶攻中國醫美商機.。http://www.freya.com.tw/Files/Content/20100503002635.pdf
4. 衛署醫字第 8156514 號函
5. Chaudhuri, A.,Holbrook, M.B.(2001).The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty.Journal of Marketing,65,81-93.
6. Gardner, D. M.(1971).Is There a Generalized Price-Quality Relationship?.Journal of Marketing Research,8,241-243.
7. Hoyer, W. D.,Brown, S. P.(1990).Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product.Journal of Consumer Research,17,141-148.
8. Jacoby, J.(1971).A model of multi-brand loyalty.Journal of Advertising Research,11(3),25-31.
9. Muncy, J. A.,Vitell, S. J.(1992).Consumer Ethics: An Investigation of the Ethical Beliefs of the Final Consumer.Journal of Business Research,24(4),297-311.
10. Reichheld, F. F.(1996).Learning from Customer Defections.Harvard Business Review,MarchApril,56-69.
11. 陳文清(2009)。碩士論文(碩士論文)。嘉義，國立中正大學。
12. 藍美英(1993)。碩士論文(碩士論文)。台北，國立政治大學國際貿易研究所。

1. 葉雅文(2017)。美容醫學競爭力指標建構之研究－以台南地區為例。長榮大學醫務管理學系(所)學位論文。2017。1-139。