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醫學美容體驗文與購買意願研究

A study of purchase intention on the aesthetics plastic surgery product review

作者:程芸芸
畢業學校:世新大學
出版單位:世新大學
核准日期:2015-09-08
類型:Electronic Thesis or Dissertation
權限:Copyright information available at source archive--shu....

中文摘要

近年台灣醫美市場快速成長,不僅機構眾多,而且消費者在購買時亦會參考多方資訊來源。根據模漾醫美雜誌與波仕特線上市調的「醫學美容消費行為研究」,消費者找尋合適醫美診所的管道,除了親友推薦外,次高的結果為網路搜尋,高於電視廣告及報章雜誌。由此可知,網路已經逐漸變成資訊蒐集及查詢的主要管道,而口碑的傳播比廣告更有說服力。醫學美容體驗文屬於網路口碑的一種形態,可以幫助消費者對於課程有更深入的了解,故為醫美機構官方網站中必不可缺的資訊內容。
本文旨在研究醫學美容體驗文與消費者購買意願的關係,透過文本分析法與深度訪談法,研究結果發現:(1)興趣是閱讀需求的起點,個人會進行主動且目標式的搜尋。(2)醫學美容體驗文確實能影響消費者的購買意願及購買決策。(3)閱後的行為分為口碑分享及直接購買行為。

英文摘要

Taiwan s medical aesthetics market has grown rapidly in recent years, resulting a lot of competition in the market. In addition, consumers will refer to various information to make decisions. According to the survey of consumer behavior of medical aesthetics market from Pollster on-line research and Moya magazine, besides recommendations from relatives and friends, on-line search is the second important channel for a consumer decides whether or not to buy medical aesthetics product, leading television and magazine/newspaper advertising. Hence, the internet has become the major channel for information search and checking. People tend to trust word-of-mouth more than advertising. Aesthetics plastic surgery product review is a kind of word of mouth that can provide consumers more users experience and play a critical role on medical aesthetics official website.
This paper aims to study the relationship between aesthetics plastic surgery product review and consumers purchasing intention using selected text analysis and depth interview. This study found that (a) the personal interest is the most important factor and consumers demonstrate active searching and goal-orientation behavior. (b) Aesthetics plastic surgery product review significantly affects consumers purchasing intentions and decisions.(c)Post-reading activities have two types of behaviors, including sharing words-of-mouth and purchasing directly.


指導教授 - 邱淑華

委員 - 黃昭謀

委員 - 許安琪


 

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