臺灣博碩士論文加值系統

目前醫學美容市場競爭的激烈劇增，一家醫學美容業者如何在大環境中求得生存，是許多經營者首當其衝所面臨的困難。尤其服務業需提升品牌形象和提高顧客知覺價值，才能降低消費者所面臨之不確定性，使其提高消費者的購買行為，而且當消費者的信任度和承諾度越高時，對於傳播電子口碑的意願就越高，也因此探討品牌形象、知覺價值、網路口碑、關係品質、消費者行為意圖之間的影響性對於醫學美容產業與其經營有其必要性與重要性。
本研究問卷參考國內外相關文獻所改編之結構式問卷，並且以台中地區三家醫學美容診所消費者為問卷調查對象，回收有效問卷365份，採用敘述統計、獨立樣本t檢定、單因子變異數分析和結構方程模式進行統計分析。
研究結果顯示，醫學美容「品牌形象」分別對「知覺價值」、「網路口碑」、「行為意圖」有顯著正向影響性；醫學美容「知覺價值」對「關係品質」、「網路口碑」有顯著正向影響性，但對於「行為意圖」未達顯著正向影響性；醫學美容「關係品質」對「網路口碑」、「行為意圖」未達顯著正向影響性；醫學美容「網路口碑」對「行為意圖」達顯著正向影響性。而在研究模型解釋力中，「知覺價值」的解釋能力為26.7%；「關係品質」的解釋能力為40.9%；「網路口碑」的解釋能力為30.0%；「行為意圖」的解釋能力為51.3%。參照研究結果，建議醫療美容業者強化品牌形象以提升消費者知覺價值、增加消費者網路傳播正面評價和忠實消費者群，研究結果並可作為醫學美容業者永續經營和增加顧客群之參考。

The market of medical cosmetology is highly competitition to all aesthetic medicine practitioners, how to survive in this atmosphere thus is a critical issue. The decline of the uncertainty of consumer should be embedded in the improvement of brand image and perception values of consumer, then the increases of purchasing behaviors happen. Importantly, the high the consumer trust and commitment would be, the high the willingness of the communication of electronic word-of-month could be. To explore and understand the relationships between brand image, perception values, the internet word-of-month, relationship quality, and the intentions of consumer behaviors therefore are improtance and critical for the industry of Aesthetic Medicine.

All research samples were collected from three aesthetic medicine clinics in Taichung City. The valid respondents were 365. The descriptive statistical analysis, independent sample t test, One-Way ANOVA, and SEM were adopted as data analysis and hypotheses testing in this research.

The key findings shown that the perception values, internet word-of-month, and behavior intention are significantly positive affected by brand image. Relationship quality and the internet word-of-month are significantly positive affected by perception values. The behavior intention is significantly positive affected by internet word-of-month. In the SEM model, the R2 of perception values was 0.267, the R2 of relationship quality was 0.409, the R2 of the internet word-of-month was 0.30, the total explanatory power of the research model was 51.3%. Finally, we provide the recommendations for aesthetic medicine practitioners such as brand image ehancement in order to improve consumers' perception values, as well as the positive judgements of the internet communications. Eventually cultivate loyal consumers to build up a sustainable development of business.

摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第三節 研究方法與流程 7
第四節 名詞解釋 9
第五節 研究範圍 11
第二章 文獻探討 13
第一節 品牌形象 13
第二節 關係品質 20
第三節 網路口碑之相關文獻 28
第四節 知覺價值之相關文獻 34
第五節 行為意圖之意涵 42
第三章 研究設計與實施 43
第一節 研究架構 43
第二節 研究假設 44
第三節 研究工具 45
第四節 資料處理與方法 50
第五節 效度及信度分析 53
第四章 研究結果與分析 59
第一節 敘述統計分析 59
第二節 信效度檢定 65
第三節 差異分析 68
第四節 研究假設驗證 76
第五章 討論 79
第六章 結論與建議 89
第一節 結論 89
第二節 建議 92
第三節 研究限制 96
參考文獻 97
附錄 111
附錄一、消費者對醫學美容業觀感與購買服務的傾向調查之預試問卷 111
附件二、第一次因素分析之旋轉成分矩陣 115
附件三、第二次因素分析之旋轉成分矩陣 117
附錄四、消費者對醫學美容業觀感與購買服務的傾向調查之正式問卷 118

表目錄
表2-1 品牌形象定義彙整表 14
表2-2 傳統口碑與網路口碑之比較 31
表2-3 網路口碑之傳播形式 32
表2-4 網路口碑之相關研究衡量構面彙整表 33
表2-5 知覺價值之定義 36
表3-1 品牌形象之操作性定義與衡量 47
表3-2 知覺價值之操作性定義與衡量 48
表3-3 關係品質之操作性定義與衡量 49
表3-4 網路口碑之操作性定義與衡量 49
表3-5 行為意圖之操作性定義與衡量 50
表3-6 專家審查名單 50
表3-7 品牌形象各構面之信度分析摘要表 53
表3-8 知覺價值各構面之信度分析摘要表 54
表3-9 關係品質各構面之信度分析摘要表 54
表3-10 網路口碑各構面之信度分析摘要表 55
表3-11 行為意圖各構面之信度分析摘要表 55
表3-12 第一次因素分析摘要表 56
表3-13 第二次因素分析摘要表 57
表4-1 正式問卷基本資料之樣本 59
表4-2 整體問項敘述統計量摘要表 63
表4-3 測量模式之驗證性因素分析摘要表 65
表4-4 各潛在變項的相關係數與AVE平方根 67
表4-5 不同性別之t檢定分析表 68
表4-6 不同年齡之t檢定分析表 69
表4-7 不同教育程度之單因子變異數分析表 70
表4-8 不同職業之單因子變異數分析表 71
表4-9 不同婚姻狀況之t檢定分析表 72
表4-10 不同平均月收入之t檢定分析表 73
表4-11 不同一年花費醫美療程預算之t檢定分析表 74
表4-12 不同使用醫美產品或接受醫美療程時間單因子變異數分析表 76
表4-13 研究假設的實證結果 78

圖目錄
圖1-1 研究流程圖 9
圖2-1 Crosby, Evans, & Cowles (1990)關係品質模式 23
圖2-2 Lagace et al.(1991)關係品質模型 23
圖2-3 KMV 模式 24
圖2-4 Smith(1998)關係品質模型 25
圖2-5 Hennig-Thurau et al.(2002)關係品質模型 26
圖2-6 Kim & Cha(2002)關係品質模型 26
圖2-7 價值形成的要素 36
圖3-1 研究架構 44
圖3-2 修正後研究架構 58
圖4-1 品牌形象、知覺價值、關係品質、網路口碑與行為意圖之結構模式圖 77

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