探討美容醫學潛在顧客其知覺價值之影響因素

An Exploration of Factors Influencing the Potential Customers' Perceived Value in Aesthetic Medicine

Purpose. As the process of customers involved in products and services is extremely high, the importance of aesthetic medicine to consumers is increasing. The aim of this research is to investigate the perceptions of potential customers' perceived price, perceived risks, perceived sacrifices, perceived quality and perceived value. The development of aesthetic medicine has changed the needs and habits of consumers to purchase this service. Methodology. This study used questionnaire survey to collect information with the consideration that medical cosmetology is regarded as private consumer behavior in Taiwan. This paper inquires into 328 consumers of aesthetic medicine. Findings. The empirical result indicated that the main element that influences the value is still price; it also affects perceived value with the mediate of perceived quality. In addition, it influences perceived value with the mediation of perceived sacrifice and financial risk. However, perceived quality does not have remarkable effect on perceived risk and performance risk does not mediate the connection between the quality and the price. Research limitations. This paper proposes researchers should consider the effect of the price and risky elements in different industries and conduct further research on actual customers of aesthetic medicine. 目的：美容醫學這幾年來變得越來越重要的原因是因為顧客涉入產品及服務的程度極高。本研究旨在調查潛在顧客對於知覺價格，知覺風險，知覺犧牲，知覺品質和知覺價值的看法。美容醫學的發展已經改變消費者購買此服務之需求與習慣。方法：在台灣，美容醫學屬於私人消費行為，本研究採用問卷調查的方式收集有意願者的資訊。本研究諮詢了328位美容醫學的潛在消費者。發現：實證結果指出，價格仍然是影響價值的主要因素；它還透過知覺品質的中介來影響知覺價值。此外，知覺價格也透過知覺犧牲和財務風險的中介來影響知覺價值。然而，知覺品質對知覺風險沒有顯著影響，而且績效風險對品質和價格之間也沒有中介影響。限制：本研究認為研究人員應該考慮價格和風險因素在不同產業之影響，並建議為來應針對美容學的實際顧客進行研究。