臺灣博碩士論文加值系統

愛美是人的天性。因此，隨著企業經營內外在環境不斷快速改變，指甲彩繪與美睫，已不再是美容或SPA產業的附加服務，獨立經營的美甲沙龍，如雨後春筍般不斷地冒出頭，為了不被市場淘汰並持續保有競爭力，企業必須隨著環境做調整。美甲美睫工作者本身也不斷地鑽研創作，不斷藉由改變、更新、創造新的優勢，提供創新的服務，找出市場定位，和傳統美甲產業做區隔。本研究探討現今美甲沙龍的創新經營模式，從服務流程、指甲彩繪風格與空間設計等面向著手，以了解目前消費者，對美甲沙龍的喜好為何。再者，將美學視為產品與服務發展的要項來進行行銷策略，顯然已成為消費所趨向。因此，本研究以美學行銷切入美甲美睫產業，探索顧客重視獲取服務時當下的滿足與快感之經驗，並利用奢華美感之產品與服務來證明其價值，而以體驗為基礎的「美感價值」取得往往受到個人美感知覺所影響，進而影響消費者的情緒與購買意願。
因此，本研究以南台灣女性消費者為研究對象，透過特定網路社群與即時通相關通訊軟體，以及正修科大在職班學生為樣本，採便利抽樣以問卷調查法進行資料蒐集，共寄發出450 份問卷，回收有效問卷共226 份，經統計分析後獲得以下發現：
1. 受訪者的不同的人口統計變數在美甲美睫消費上均有所差異；進一步分析顯示，服務創新與消費者情緒對於年齡與學生及從事自由業者較偏好。在美學行銷部分，則呈現年紀輕且教育程度較低者明顯高其他，而且消費次數與收入愈高者愈重視；另外，在購買意願方面，則呈現年紀輕且收入愈高的女性購買意願越高。
2. 服務創新對於美學行銷有直接明顯的相關性，而美學行銷對於美感價值有直接明顯的相關性，並進一步提升消費者的購買意願。
3. 美感價值對於消費者的愉悅程度有正面的影響，則會影響消費者對於美容SPA店整體感覺印象，並影響消費者的行為與意願。
4. 美學行銷對於服務創新與購買意願具有中介效果。
最後，本研究根據實證結果提出理論與實務之意涵，並針對本研究限制與未來研究方向提出建議。

Aesthetics is a human nature. Therefore, with the business internal and external the environment constantly changing rapidly, nail and eyelash beauty, is no longer a beauty or SPA industry, additional services, independent operation of the nail salon, spring up like mushrooms constantly emerge. This study explores the innovative business model of nail and eyelashes beauty salon, from the service process, nail painting style and space design and so on to understand the current consumer, the beauty of nail and eyelashes salon why. Moreover, the aesthetic as a product and service development to the marketing strategy, apparently has become the trend of consumption. Therefore, the study of aesthetic marketing cut into the nail beauty industry, to explore the customer attention to access to services when the current satisfaction and pleasure experience, and the use of luxury beauty products and services to prove its value, and experience-based ‘aesthetic value’ Acquisition is often influenced by personal aesthetic perception. And then affect the consumer's mood and purchase intention.
Therefore, this study is based on the study of female consumers in South Taiwan as the research object, through the specific network community and instant messaging software, as well as the students in the class of students in the sample, the convenience of sampling to the questionnaire survey data collection, A total of 226 questionnaires were collected and a total of 226 questionnaires were collected. After statistical analysis, the following findings were obtained:
1. The different demographic variables of the respondents differ in the consumption of nail beauty; further analysis shows that service innovation and consumer sentiment are preferred for age and students and those who are engaged in the free industry. In the aesthetic marketing part, it is younger and less educated than others, and the higher the number of consumers and the higher the income, the more willing it will be, and the higher the income, the higher the income will be high.
2. Service innovation has a direct and obvious relevance to aesthetic marketing, and aesthetic marketing has a direct and significant relevance to aesthetic value and further enhances consumer purchasing intentions.
3. Aesthetic value for the degree of pleasure of consumers have a positive impact, it will affect the consumer impression of the overall beauty of SPA shop, and affect the behavior and wishes of consumers.
4. Aesthetic marketing has a mediating effect on service innovation and willingness to buy.
Finally, this study puts forward the meaning of theory and practice according to the empirical results, and puts forward some suggestions on the limitation of this research and the future research direction.

目錄
中文摘要 Ⅰ
Abstract Ⅱ
目錄 Ⅳ
表目錄 Ⅵ
圖目錄 Ⅶ
第一章緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 7
第四節 待答問題 8
第五節 研究範圍與限制 9
第六節 研究流程 11
第二章文獻探討 12
第一節 美容SPA沙龍產業介紹 12
第二節 服務創新 20
第三節 美甲美睫沙龍之創新經營模式 25
第四節 美學行銷 31
第五節 美感價值 37
第六節 消費者情緒 44
第七節 購買意願與相關文獻 49
第三章研究方法 52
第一節 研究假設 52
第二節 研究架構 58
第三節 研究構面與操作化定義 59
第四節 研究設計 64
第五節 研究對象 66
第六節 資料分析方法 67
第四章資料分析與結果 71
第一節 基本資料分析 71
第二節 信度與效度分析 74
第三節 獨立樣本t 檢定分析 80
第四節 人口統計變數在各研究變項上之差異性分析 81
第五節 相關研究變項之迴歸分析 89
第五章結論與建議 97
第一節 研究結論 97
第二節 策略與管理意涵 101
第三節 後續研究建議 105
參考文獻 106
六、 中文部分 106
七、 英文部分 109
研究問卷 118

 
表目錄
表2-1：美容SPA經營型態與特性 14
表2-2：消費經驗價值的種類 39
表2-3：情緒衡量構面的觀念性定義與衡量題項 46
表2-4：購買意願的定義 49
表3-1：服務創新之操作化定義、衡量題項與參考題項 59
表3-2：美學行銷之操作化定義、衡量題項與參考題項 60
表3-3：美感價值之操作化定義、衡量題項與參考題項 61
表3-4：消費者情緒之操作化定義、衡量題項與參考題項 62
表3-5：購買意願之操作化定義、衡量題項與參考題項 63
表3-6：問卷結構 64
表3-7：前測問卷結果 65
表3-8：信度參考值 68
表3-9：信度參考值 68
表4-1: 樣本回收公司基本資料分佈 71
表4-2：各構面之信度分析 74
表4-3：各變數驗證性因素分析結果 76
表4-4：各變數區別效度分析結果 78
表4-5：美甲美睫業的不同婚姻狀況之員工其各變數獨立樣本t 檢定分析 80
表4-6：樣本的年齡與各變項的運用之變異數分析表 81
表4-7：職業的年齡與各變項的運用之變異數分析表 83
表4-8：不同月收入水準與各變項的運用之變異數分析表 85
表4-9：樣本的教育程度與各變項的運用之變異數分析表 86
表4-10：樣本的年消費次數與各變項的運用之變異數分析表 87
表4-11：「服務創新」構念對「美學行銷」之複迴歸分析表 90
表4-12：「美學行銷」構念對「美感價值」之複迴歸分析表 91
表4-13：「美感價值」構念對「消費者情緒」之複迴歸分析表 92
表4-14：「美感價值」構念對「消費者購買意願」之複迴歸分析表 93
表4-15：「消費者情緒」構念對「購買意願」之複迴歸分析表 94
表4-16：「服務創新」變數對「購買意願」之迴歸分析表 95
表5-1：研究假設驗證結果 98

 
圖目錄
圖1-1：待研究問題的流程 8
圖1-2：研究流程 11
圖2-1：美甲作品 18
圖2-2：美睫作品 19
圖2-3：服務創新四模型 21
圖2-4：家庭式沙龍的設施 27
圖2-5：公寓式沙龍例子 28
圖2-6：店面式沙龍例子 29
圖2-7：美感價值的形成 38
圖2-8：體驗價值的類型 40
圖2-9：修改之 M-R 環境心理模型 48
圖3-1：美學行銷、美感價值、消費者情緒與消費者購買意願之觀念性架構 58
圖3-2：本研究之資料分析方法 70
圖4-1：美學行銷干擾服務創新與購買意願之關係圖 96

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