微整型美容醫療消費者再購意願之探討

A Study on the Intention of Repeat Patronage in Medical Aesthetics Industry of Nonsurgical Procedures

近年來台灣醫療美容產業蓬勃發展競爭激烈，本研究以微整型美容醫療消費者為對象，主要目的在探討微整型美容醫療的「服務品質」、「消費者信任度」、「消費者忠誠度」與「再購意願」之間的影響關係。根據上述提出研究假說與研究模型，以具有微整型美容醫療之消費者為研究母體，採用便利抽樣方法，問卷發放採用實體問卷方式。首先進行預試問卷，依據資料分析結果，修改預試問卷部分內容，最後完成正式問卷。並使用Minitab 18.0及AMOS 17.0統計軟體進行資料分析與驗證，包括信度與效度分析、驗證性因素分析、敘述性統計分析、單因子變異數分析（ANOVA）及迴歸分析。研究結果顯示，微整型美容醫療消費者「服務品質」對「再購意願」具有顯著正向影響，「消費者信任度」對「再購意願」具有顯著正向影響，「消費者忠誠度」對「再購意願」具有顯著正向影響。提出綜合結論與討論如下：微整型美容中心要有以客為尊的觀念，讓消費者自然感受到服務品質比預期的高，進而增加再購意願。消費者與醫師的信任關係中，消費者認為被醫師的重視，及個人醫療資訊不會被外洩為重要關鍵。當消費者決定進行微整型美容醫療時，首先會觀察診所裡的先進儀器設備，在治療前會與醫師溝通與諮詢，同時感受到醫師的服務親切與關心，產生消費者忠誠度以提升再購意願。提供微整形美容醫療經營管理之參考。

Taiwan's medical aesthetic industries of nonsurgical procedures have been blooming and cause intense competition in recent years. The subjects of this study were focused on the interrelationship among service quality, customer trust, customer loyalty and repeat patronage intension to the experienced customer. The study conducted a survey research to test the research hypotheses| questionnaires were designed on the content of divided into four factors. The quantitative study was used in the convenience sampling method and an entity questionnaire. First, a pre-test questionnaire was conducted, and then based on the results of the collected data was modified to become an official questionnaire for the valid experiment. The research employed the tools in Minitab 18.0 and AMOS 17.0 statistic software in analyzing data to understand the interrelationship of all constructs of the study. Reliability analysis, confirmatory factors analysis, descriptive statistics, t-Test, analysis of variance (ANOVA) and regression analyses were conducted to examine the relationship. The study results of analysis verified that the model of medical aesthetic experienced consumers for repeating patronage intention sufficiently matched the data| moreover, it showed that service quality is significantly positively related to customers' repeat patronage intention. Consumer trust has directly and positively related to customers' repeat patronage intension. Consumer loyalty influences customers' repeat patronage directly and positive relationship. Finally, theses finding of study suggested that medical aesthetic clinics in different area should provide as follows: 1. A concept is that customers are the priority in the business, and the service quality must be higher than consumers expected to increase theirs repurchase willingness. 2. The key factor is customers believe their personal medical information will not be leaked by the clinics because of the mutual trust relations. 3. Before medical aesthetic treatment, consumers will observe the equipment in the clinic and consult with their physician who provide hospitality and concerns. The matter will enhance customers' loyalty for repeating patronage intention. We hope the study can provide the useful business strategies management to the medical aesthetic industry of nonsurgical procedures.