口碑行銷對消費者購買意願之探討－－以J醫美機構為例

The Impact of Word-of-Mouth Marketing on Consumer Purchase Intention: A Case Study of J Aesthetic Medicine Institution

隨著科技快速發展，不僅科技領域突飛猛進，醫療與各大產業技術也持續進步，生活品質明顯提升，民眾對外貌、身材及物質生活的要求也越來越高。網路資訊透明化，帶動審美觀轉變，近年網路出現「科技人」一詞，反映現代人對自身外貌的重視。隨著醫美技術進步，越來越多人選擇透過醫美來達成理想樣貌，帶動市場蓬勃發展。2022年全球醫美產業已躍升為第三大產業，台灣醫美市場年產值預估超過600億元，未來成長潛力相當可觀。本研究欲探討口碑行銷、知覺價值對購買意願之間的相關性，以及各人口統計樣本對此三項變數是否有顯著影響；依分析結論，口碑行銷、知覺價值對購買意願有正向顯著影響。符合研究假說。口碑行銷對知覺價值有正向顯著影響，知覺價值對購買意願有正向顯著影響，口碑行銷對購買意願有正向顯著影響，人口統計樣本對購買意願並無顯著影響。期望藉由本研究，協助台灣醫美機構在行銷上有不同的觀點。

With the rapid development of technology, not only has the tech industry made significant strides, but advancements in medical care and various other industries have also continued to progress, leading to a noticeable improvement in quality of life. People's demands for appearance, body image, and material lifestyle have increased accordingly. The transparency of information in the digital age has led to shifts in aesthetic standards. In recent years, the term ''tech people'' has emerged, reflecting modern individuals' growing emphasis on physical appearance. As medical aesthetics technology continues to improve, more people are choosing aesthetic treatments to achieve their desired looks, driving the industry's rapid growth. In 2022, the global medical aesthetics industry ranked as the thirdlargest industry, and Taiwan's aesthetic medicine market is estimated to generate over NT$60 billion annually, indicating strong growth potential. This study aims to explore the relationship between word-of-mouth marketing, perceived value, and purchase intention, as well as whether demographic factors have a significant influence on these three variables. According to the analysis results, word-ofmouth marketing and perceived value have a significant positive impact on purchase intention, confirming the research hypothesis. Word-of-mouth marketing has a significant positive influence on perceived value, perceived value has a significant positive influence on purchase intention, and word-of-mouth marketing has a significant positive influence on purchase intention. However, demographic variables do not significantly affect purchase intention. This research hopes to provide Taiwan's aesthetic medicine institutions with different perspectives on marketing strategies.