醫美產業行銷模式探討

Discussion on the marketing mode of medical aesthetic industry

本研究探討在醫美產業中，「電視廣告行銷」與「YouTuber網路行銷」兩種模式下，消費者是否會改變消費者對其信任程度偏好，進而影響決策行為。以醫美網路社群間的信任移轉作為主要的研究對象，採用實驗設計方式進行驗證，設計出8種實驗情境進行研究，於校園進行實驗並發放網路問卷，研究假設均成立，因此本研究建議醫美診所可以優先考慮尋找知名YouTuber做代言，藉以達到消費者的情緒支持，當消費者產生購買意願後，再要求代言人提供消費者提供資訊支持，當消費者上診所詢問時，同時透過良好的互動建立與特定目標客群的關係，以達到互惠原則。 This study explores whether consumers will change the consumer's preference fortrust, and then influence the decision-making behavior, under the two modes of ''TVadvertising'' and ''YouTuber'' in medical aesthetic industry. Discussing the trust transferamong the medical community as the main research object, using the experimental designmethod to verify, design 8 situations of experimental situation to carry on the research inthe campus, carry on the experiment and distribute the network questionnaire, the researchhypothesis all support, therefore this research suggests that the medical aesthetic clinicmay give priority to look for the well-known YouTuber to do the endorsement, To achievethe emotional support of consumers, when consumers have the desire to purchase, andthen ask the spokesperson to provide consumers with information support, when theconsumer on the clinic when asked, and through good interaction with the specific targetcustomer relationship, in order to achieve the principle of reciprocity.