消費者對醫美服務購買意圖之影響因素探討

Factors that influence consumers’ purchase intention of Aesthetic Medicine

本研究旨在探討消費者對於醫美服務的購買意圖之影響因素。以台中地區三家醫美診所消費者為問卷調查對象，共回收有效問卷365份。結果顯示消費者對醫美服務的購買意圖在平均月收入的不同上呈現顯著差異，在醫美療程上的預算也有所差異。消費者對醫美服務的購買意圖主要受到品牌形象、知覺價值、網路口碑變數的影響，模式整體解釋力為51.3%。當醫美診所在消費者心中形塑正面品牌形象、具有良好口碑，都將有助於提升消費者對醫美服務的價值感受，進而提高購買意圖。 The purpose of this study was to explore factors that influence consumers‟ purchase intention of aesthetic medicine services. We collected a total of 365 valid questionnaires from three clinics in Taichung city. According to this study, the consumer's intention to purchase the aesthetic medicine services was difference significantly by the average monthly income. There was also a significant difference in the budget. In addition, the consumers' intention to purchase aesthetic medicine services were mainly influenced by brand image, perceived value, and internet word-of-mouth variables. The overall explanatory power of the proposed model was 51.3%. It will enhance the consumer's value perception of the medical beauty service if the clinic shapes a positive brand image and a good reputation, and thus improve the purchase intention.