非手術性微創醫學美容治療消費者行為探討 -以接受微整型治療客戶為例

Abstract

近年來，伴隨著二次大戰後嬰兒潮逐漸老化及經濟狀況的改善，醫學美容治療次數逐年上升。在醫學美容各種治療方式間，屬於非手術性、微創型治療方式目前廣泛受到消費者愛戴，主要因為它的低風險、治療後停工期短與治療後幾乎跟治療前差別不大的外觀的優勢。 在本研究中，要試著去分析消費者在接受治療後願意再次回診接受治療的因素。根據臨床觀察與文獻回顧，本研究採用四個因素：滿意度、醫師特質、服務補救及干擾變數：附加價值的活動 本研究利用迴歸分析去探究變數間的關係，得到結果為：滿意度會顯著影響在診意願；醫師特質與服務補救將會強化滿意度；但是在醫學美容領域，附加價值的活動有無並不會對滿意度與在診意願間產生正向干擾效果。

Medical aesthetic treatments have been sought-after increasingly in the past few years due to both the aging of baby boomers and the improved economic status. Among all the medical aesthetic treatments, non-surgical , minimally invasive cosmetic treatments become more and more popular for its advantages of low risk, low down-time and natural looks after treatment immediately. In this study, the author is trying to analyze factors influencing customers’ revisiting intention after receiving non-surgical cosmetic procedures. Four factors influencing customers’ revisiting intention are proposed, including independent factors such as customers’ satisfaction, doctor characteristics, recovery service and one moderating factor of value-added activities. Using regression analysis, we found that revisiting intentions was significantly related to satisfaction ；doctors’ characteristics and service recovery were positively related to satisfaction. However, in medical aesthetics, value-added activities don’t have positively moderating effect to relationship between satisfaction and revisiting intention.

Keywords：medical aesthetic treatments, non-surgical cosmetic procedures, consumer behavior, customer satisfaction, customers’ defection, physician choice, customer loyalty