服務場景對消費行為影響之研究：以新住民美甲業為例

Study on the Impact of Servicescapes on Consumer Behavior: A Case of the Manicure Industry Among New Residents

10.6204/JRSHP.202312_(24).0005

曾國書(Kuo-Shu Tseng)；張兆妤(Chao-Yu Chang)；王翊周(Yi-Chou Wang)

服務場景 ； Q-V-B ； 外在口碑 ； 服務創新 ； servicescapes ； Q-V-B ； external reputation ； service innovation

休閒運動保健學報

24期（2023 / 12 / 01）

55 - 75

繁體中文;英文

本研究檢視了美甲產業的關鍵因素，例如服務場景、創新、外部聲譽、感知品質、感知價值和行為意圖，並分析了它們如何共同影響消費者的購買行為。服務場景作為消費者的第一印象，對於吸引和留住客戶至關重要。研究表明，店面環境的設計、燈光的舒適度、亮度、服務人員的專業度和友善程度等因素都會對消費者的滿意度和重購意願產生影響。外部聲譽對於品牌形象和客戶信心也至關重要。感知品質可以提高消費者對美甲服務的認知價值，提高外部聲譽，進而增加重複購買的意願。這項研究證實了（Q-V-B）理論，即感知品質透過感知價值影響消費者的行為意圖。高品質、高價值的服務可以激發消費者重複購買並向他人推薦該服務。本研究探討了指甲行為背後的動機和意圖，並在實證分析中表現出良好的信度和效度，從而為該領域的相關研究提供了寶貴的參考資源。

This study examines key factors in the nail industry, such as service environment, innovation, external reputation, perceived quality, perceived value, and behavioral intentions. It analyzes how they collectively influence consumer purchasing behavior. The service environment, as the consumer's first impression, is crucial for attracting and retaining customers. Research indicates that factors such as store environment design, lighting comfort, brightness, and the professionalism and friendliness of service personnel can impact consumer satisfaction and repeat purchase intention. External reputation is also critical for brand image and customer confidence. Perceived quality can enhance consumers' perceived value of nail services, improve external reputation, and increase the willingness to make repeat purchases. This study confirms the (Q-V-B) theory, where perceived quality influences consumer behavioral intentions through perceived value. High-quality, high-value services can stimulate repeat purchases and word-of-mouth recommendations. The study explores the motivations and intentions behind nail behaviors and demonstrates good reliability and validity in empirical analysis, providing valuable reference resources for related research in this field.