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題 名 | 醫學美容服務消費者再購與推薦意願關係模式之建立=The Study on Repurchase and Recommend Intention of Medical Esthetic Service Consumers |
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作 者 | 邱紹群; 黃庭鍾; 呂淑霞; 徐慧真; 陳怡文; 陳鶴文; 黃郁凌; | 書刊名 | 慈濟技術學院學報 |
卷 期 | 9 民95.07 |
頁 次 | 頁63-75 |
分類號 | 496.34 |
關鍵詞 | 醫學美容; 服務品質; 服務滿意度; 再購意願; Medical esthetic center; Service quality; Service satisfaction; Repurchase intention; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究的研究目的在於建構一個影響醫學美容中心消費者之再購與推薦意願之關係模式;並且進一步探討不同地區醫院之醫學美容中心的消費者,影響其再購與推薦意願之因素是否有所不同。因此,本研究從台灣東部、北部與南部地區,各選擇一家地區醫院之醫學美容中心的消費者為研究對象,採立意取樣,共發出250份問卷。而回收問卷為223份,經扣除不完整的23份問卷後,共計有效問卷為200份,有效問卷回收率為80%。 研究結果顯示本研究所建構的醫學美容消費者再購與推薦意願關係模式與實際資料的配適度良好,亦即此關係模式獲得實證支持。且此模式也證實了醫學美容的「服務品質」對消費者的「服務滿意度」有顯著性的正向影響;而消費者的「服務滿意度」與「社會參考因素」也對消費者的「再購與推薦意願」有顯著性的正向影響。故本研究的假設1至假設3皆獲得實證支持。 另一方面,本研究經由迴歸實證分析後,發現東部與南部醫學美容消費者的價格敏感性高;北部消費者對於醫學美容服務的態度與環境的要求較為重視;而南部消費者的品牌忠誠度較高。因此,不同區域的醫學美容中心應依據消費者重視的因素,進行促銷與改進,如此才能提供更好與更有價值的醫學美容服務予消費者。 |
英文摘要 | The purpose of this study was mainly to investigate the relationships of medical esthetic consumers’ perceived service quality, service satisfaction, society reference factors and repurchase intention, furthermore, the researchers compared the differences of consumer’s repurchase intention among medical esthetic centers in various area. Total number of 250 questionnaires is given out, and 223 of them are gathered at the end. After deducting 23 invalid questionnaires, 200 valid ones are generated. The valid return rate is 80%. The result of AMOS analysis verified that the model of medical esthetic consumers repurchase intention sufficiently matched the data, moreover, it indicated that (1) their perceived service satisfaction was significantly influenced by their perceived service quality. (2) their repurchase and recommend intention was significantly influenced by their service satisfaction and social reference factors. Finally, these finding of study suggested that medical esthetic centers in different area should consider their service qualities to satisfy consumers and adapt appropriate promotion to increase their revenues. |
本系統中英文摘要資訊取自各篇刊載內容。