臺灣博碩士論文加值系統

美甲美睫流行類之休閒體驗在近日漸興風潮，而美甲美睫業者提供的服務品質，及不同程度流行焦慮之消費者於休閒體驗後的行為意向對美甲美睫業者的經營方式及永續性發展非常重要。
本研究主要目的在探討：美甲美睫消費者之流行焦慮程度、服務品質，及消費者行為意向相互間之影響。採問卷調查法，經由立意收樣，以臺南市美甲美睫消費族群為對象，進行問卷發放。根據問卷調查所得資料，以因素分析、描述性統計、獨立樣本 t 檢定、單因子變異數、皮爾森積差相關及多元迴歸分析等相關統計方法，進行資料分析。
本研究結果經分析後，證實如下：受試者背景變項（年齡、教育程度、職業、月所得、婚姻狀況、體驗項目、消費頻率和累積消費期間等八項）均對流行焦慮有顯著正相關；受試者部分背景變項（年齡、教育程度、職業、月所得和消費頻率等五項）對服務品質有顯著正相關；受試者部分背景變項（教育程度、職業、月所得、體驗項目、消費頻率和累積消費期間等六項）對行為意向有顯著正相關。
流行焦慮及服務品質各因素間具有顯著正相關。流行焦慮、服務品質均對其行為意向具顯著迴歸預測效力。
研究結果將提供美甲美睫業者做為經營參考，以提高消費者正向之行為意向。

The experiences on manicures and eyelashes services become a wave of fashion.The behavior intention after experimenting on manicures and eyelashes' service quality and the different fashion anxiety levels are important for excellent ways to the business and sustained development to the businessmen.
The major purposes of the study are the relationship among fashion anxiety, service quality and behavior intention.By using the survey and the purposive sampling, the collecting data are analyzed with factor analysis, descriptive statistic analysis, independent-samples T test, One-way Anova, Pearson’s correlation analysis, and multiple regression analysis.
The conclusions after analyzing are as follows：The subject variables, including age, level of education, career, income, marital status, kind of experience, frequency of consumption, numbers of consumption, are related to fashion anxiety obviously.The subject variables, including age、level of education、career、income、frequency of consumption, are related to service quality obviously.The subject variables, including level of education, career, income, kind of experience, frequency of consumption, numbers of consumption, are related to behavior intention obviously. There is a significant correlation between dimensions of fashion anxiety and dimensions of service quality.The behavior intention is related to fashion anxiety and service quality .
The result is able to offer the manicures and eyelashes industry the reference in business . Hope the consumers reach higher behavior intension.

目錄
摘要 I
ABSTRACT II
目錄 III
圖目錄 V
表目錄 VI
第一章緒論 1
1.1研究背景與動機 1
1.2研究目的 1
1.3研究問題 2
1.4名詞解釋 2
1.5研究流程 4
1.6研究對象與範圍 6
第二章文獻探討 7
2.1流行焦慮 7
2.2服務品質 11
2.3行為意向 17
第三章研究方法 21
3.1研究架構 21
3.2研究假設 22
3.3問卷設計 22
3.4 抽樣設計 24
3.5資料收集與統計方法分析 24
3.6研究工具信效度 26
第四章研究結果 40
4.1背景變項概況分析 40
4.2流行焦慮現況分析與差異比較 43
4.3服務品質現況分析與差異比較 54
4.4行為意向現況分析與差異比較 64
4.5流行焦慮與服務品質相關分析 73
4.6 迴歸分析 76
第五章結論與建議 79
5.1結論 79
5.2建議 81
參考文獻 83
附錄 正式問卷 89

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