臺灣博碩士論文加值系統

近幾年各級醫療院所在健保政策實施後，受總額預算制度影響，財務結構產生極大的轉變。醫療機構必須提供質、量兼具的醫療服務。而醫學美容這幾年成長十分迅速，由於醫學美容多是由消費者主動決定的醫療行為，因此對於醫療過程中的感受也會特別重視。本研究目的包括：1.以消費者的觀點探討醫學美容所呈現之體驗內涵。2.探討消費者體驗、體驗價值與體驗行為之間的關係。3.建立醫學美容消費者體驗層級效果模式。4.運用消費者體驗進行醫學美容市場區隔分析。5.探討不同體驗區隔之體驗層級效果。研究採兩階段的方法，第一階段質性研究部分，針對10位具有醫學美容經驗之消費者進行深度訪談，並以紮根理論來分析消費者體驗的內涵與歷程；第二階段量性研究部分，以具醫學美容經驗之消費者為立意抽樣之對象，共調查1040份有效樣本，分析消費者體驗的層級效果。
紮根理論分析結果顯示，經過開放編碼後得到256個重要事例，再以主軸編碼依事例的相依性，將其歸類為62個次類別與19個類別，最後運用選擇編碼的原則建立4個核心概念，並將消費者接受醫學美容的體驗過程分為資訊需求期、美容體驗期、價值認知期與行為表現期四個階段。
消費者體驗層級效果模式驗證結果發現，感官體驗、情感體驗、行動體驗對情感性價值有正向影響；思考體驗對尼Q性價值有正向影響，行動體驗、關聯體驗對象徵性價值有正向影響；尼Q性價值、情感性價值、象徵性價值對體驗行為有正向影響。此外，本研究以消費者體驗作為主要的區隔變數，將醫學美容市場區隔為五個主要的集群，分別為：保守傳統型、全面體驗型、感性取向型、理性謹慎型、熱衷取向型。經比較不同族群對體驗訊息的重視程度，發現中央路徑訊息對思考體驗影響較大，周邊路徑訊息對感官體驗、情感體驗、行動體驗、關聯體驗影響較大。
本研究之貢獻在學術方面，釐清消費者體驗的內涵與歷程，本研究的消費者體驗層級模式可以更完整地反應出體驗訊息、消費者體驗、體驗價值與體驗行為之間的反應效果。此外，本研究所發展出消費者體驗的測量工具，更提供後續相關研究一個具有良好信、效度的衡量工具。而實務方面的貢獻，可協助醫療院所在經營醫學美容服務時，更全面地瞭解消費者的感受，以採用適合的行銷方式來增強體驗的程度。

dical institutes were influenced by the constraint of government budget that resulted in a great change of financial structure on the medical care industry. Also, medical cosmetology had grown up very fast during these years. As a result, the medical institutes must offer better quality medical services at the moment to meet the keen competition. Because medical cosmetology is mostly consumer's initiative, the importance of medical processes must be particularly emphasized. The purposes of this research include:（1）to discuss experience contexts of medical cosmetology by consumers' view;（2）to discuss the relationships among consumer experiences, experiential value, experiential behavior;（3）to build hierarchy effects of medical cosmetology consumer experiences;（4）to use consumer experiences to segment medical cosmetology market;（5）to discuss the hierarchy effects of medical cosmetology consumer experiences between different medical cosmetology market. First, we interviewed 10 consumers with medical cosmetology experience in the first stage for qualitative study. We used grounded theory to analyze the contexts and process of consumer experiences. And then, we used purposed sampling to interview 1040 samples with medical cosmetology experience in the second stage for quantitative study and analyzing the hierarchy effects of consumer experiences.
The results of grounded theory analysis showed that: there were 256 important examples after open coding; According to the relationships of each example, getting 62 sub-classifications and 19 classifications after axial coding; finally, choosing 4 core concepts after selective coding. The processes of consumer experiences for medical cosmetology were divided 4 stages: information demand stage, cosmetology experience stage, value cognition stage, behavior performance stage.
The hierarchy effects of Consumer experiences showed that: "sense experience", "feel experience" and " act experience" had positive effects on affective value; "think experience" had positive effects on utilitarian value; " act experience" and " relate experience" had positive effects on symbolic value; utilitarian value, affective value and symbolic value all had positive effects on experiential behavior. Besides, we adopted consumer experiences to be segmentation variables. Market was divided into 5 clusters which are named be “traditional conservation”, “full experiences", “emotional tendency”, “rational prudent” and “fanatical tendency” respectively. Different cluster focused on different information. Central route information had more positive relationships with “think experience” and peripheral rout information had more positive relationships with “sense experience”, “feel experience” and “relate experience”.
In academy, this research cleared the contexts and processes of consumer experiences for medical cosmetology, and the hierarchy model of consumer experience could explain the relationships among experience information, consumer experiences, experiential value and experiential behavior more completely. In addition, we developed a measurement scale for consumer experiences having well confidence and validity for future relative researches. In practice, this study can help medical institutions with medical cosmetology services understanding consumer’s whole feels and use appropriate marketing tools to enhance consumer experiences.

目 錄
謝誌 I
中文摘要 III
英文摘要 V
目 錄 VII
圖目錄 XI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍 4
第四節 研究流程 5
第二章 文獻探討 7
第一節 醫學美容市場分析 7
第二節 消費者體驗 18
第三節 體驗價值與行為 31
第四節 醫學美容市場區隔 39
第五節 體驗管理 46
第三章 質性研究方法 54
第一節 研究架構 54
第二節 資料分析方法 55
第三節 研究程序 59
第四章 質性研究結果—消費者體驗內涵與心理歷程 63
第一節 體驗訊息內涵 63
第二節 消費者體驗內涵 68
第三節 體驗價值認知 81
第四節 體驗行為強度 88
第五節 消費者體驗層級效果 91
第五章 量性研究方法 96
第一節 研究架構 96
第二節 資料分析方法 97
第三節 研究變項量表編製 104
第四節 抽樣設計與資料蒐集 117
第六章 量性研究結果—消費者體驗層級效果 119
第一節 就醫特性與人口特性 119
第二節 量表發展 122
第三節 醫學美容消費者體驗研究模式分析 142
第四節 醫學美容消費者體驗市場區隔分析 154
第七章 結論與建議 163
第一節 研究結論 163
第二節 研究貢獻 169
第三節 研究限制與未來研究方向 173
參考文獻 176
附錄 192
一、 研究問卷 192
二、 不同區隔集群體驗訊息之差異圖 196

參考文獻
一、中文部份
王乃弘、黃松共（1996），「民眾對選擇醫院因素及態度之研究--以中部數家醫院為例」，醫院，29（2），1-15。
江致平，（2003），從關係行銷觀點探討醫學美容中心之經營，東吳大學企業管理學系/碩士論文。
王敏容、王如萱、王佳惠、郭乃文（2005），「市場競爭程度對醫院開發自費醫療服務之影響」，北市醫學雜誌，第二卷第十期，859-906。
宋奉宜（2003），「公立醫院自費醫療服務之績效評估─以某醫學美容中心為例」，長庚大學/醫務管理學研究所碩士論文。
何雍慶、蘇子炘、張永富（2004），「消費者體驗與訊息處理路徑對品牌延伸購買態度之影響」，行銷評論，1（1），1-20。
何雍慶、蘇子炘（2005），「體驗策略模組與消費態度之關聯性-以南台灣區域醫院為例」，經營管理論叢特刊，民國94年12月，43-57。
何雍慶、蘇子炘、張永富（2005），「運用MEC分析消費者醫療體驗」，醫院， 38（5），60-72。
何雍慶、蘇子炘、張永富（2006），「病患就醫訊息來源對體驗模組的影響-以地區醫院為例」，醫務管理期刊，7（1），1-15。
邱皓政（2004），「結構方程模式—LISREL的理論、技術與應用」，台北：雙葉書廊。
吳宗祐 （2003），「工作中的情緒勞動：概念發展、相關變項分析、心理歷程議題探討」，國立台灣大學心理學研究所博士論文。
林建煌 （2002），消費者行為，台北：智勝。
高明瑞、楊東震，（1995），「民眾就醫行為重要影響因素與醫院行銷之研究-以高雄都會區為例」，中山管理評論，3（3），55-73。
翁瑞宏，郝宏恕，黃金安，黃靖媛，羅萱（2004），「健保中醫門診醫療服務之市場區隔變數分析」，醫務管理期刊，5（2），171-196。
酗h軍（1986），現代行銷管理，台北：商務印書館。
陳世堅、張永賢，（1996），「臺中地區某教學醫院中西醫內科看診時間與滿意度之調查研究」，中國醫藥學院雜誌，5（1），45-54。
陳向明（2002），社會科學質的研究，台北：五南。
陳振燧、洪順慶（1999），「消費品牌權益衡量量表之建構-顧客基礎觀點」，中山管理評論，4（7），31-41。
黃芳銘（2004），社會科學統計方法—結構方程模式，台北：五南。
曾倫崇（1997），「顧客選擇醫院就診因素之研究:以行銷觀點，醫院，30（6），28-37。
楊文惠、龔佩珍（2002），「門診醫療服務市場區隔之研究--以臺北市為例」，醫務管理期刊，3（3），39-57。
廖俊儒（2004），「職棒現場觀眾消費體驗要素對體驗滿意度與忠誠意願影響之研究」，國立臺灣師範大學體育學系博士論文。　
蔡青姿（2004），醫學雷射美容消費意向模式建構之實證研究--結構方程模式之應用，國立中正大學企業管理研究所碩士論文。
蔡相君（2005），醫療品質與知覺價格及病患滿意度對再診意願影響之研究─以兩岸整形美容患者為例，大葉大學國際企業管理學系碩士論文。
盧希鵬，李明仁，林娟娟與陵岍s （2000），「以經驗經濟為基礎之電子商務經營模式」，第六屆資訊管理研究暨實務研討會論文集。
賴政豪、鍾志強、潘偉華（2005），「運動健身俱樂部體驗行銷與體驗價值關係之研究：以Y運動健身俱樂部為個案研究」，大專體育學刊，7（3），101-114。
魏美珠、楊美雪、吳聰慧，（1993），「台南市居民醫療院所利用率及就醫障礙因素之調查分析」，公共衛生，19（4），345-52。
簡錦標、廖倩誼、陳正誠（1994），「臺北市某精神科醫院病患家屬求醫行為與精神疾病有關態度之研究」，健康教育，73，44-54。
羅萱，楊美雪，邵文逸（2001），「長期照護機構選擇屬性之研究-以知覺風險為市場區隔基礎」，台灣公共衛生雜誌，20（5）381-394。
譚大純 陳正男 賴孟寬（2000），「生活型態量表之適合度檢驗、因素重組與趨勢比較：以ICP生活型態量表為例」，調查研究，8，79-102。
蘇子炘、何雍慶（2006），「醫療服務體驗模式建構」，行銷科學學報，2 (1)，23-45。
蘇子炘、何雍慶（2006），「醫療消費體驗量表之初探」，顧客滿意學刊，2（1），55-76。
狩野紀昭、瀨樂信彥、高橋文夫、新一著（1984），「有魅力的品質與應該有的品質」，品質管制月刊，21（5），33-41， 譯自日本〝品質〞雜誌，14（2）。
二、英文部分
Adaval, R.（2001）, “Sometimes It Just Feels Right: The Differential Weighting of Affect-Consistent and Affect-Inconsistent Product Information”, Journal of Consumer Research, 28（1）, 1-17.
Akaike, H.（1987）, “Factor Analysis and AIC,” Psychometrika, 52, 317-322.
Alba, J.（2000）, “Dimensions of Consumer Expertise...or Lack Thereof,” Advances in Consumer Research, 27（1）, 1-9.
Alba, J., and J. W. Hutchinson（1987）, “Dimensions of Consumer Expertise,” Advances in Consumer Research, 13（4）, 411-454.
Alderson, W.（1957）, Marketing Behavior and Executive Action, Homewood, IL: Irwin.
Alpert L. and R. Gatty（1969）, “Product Positioning by Behavioral Life Styles,” Journal of Marketing, 33 （April）, 65-69.
Anderson, J. C.（1987）, “An Approach for Confirmatory Measurement and Structural Equation Modeling of Organizational Properties,” Management Science, 33（4）, 525-541.
Anderson, J. C. and D. W. Gerbing（1988）, “Structural Equation Modeling in Practice: A Review and Recommended Two-step Approach,” Psychological Bulletin, 103（3）, 411-423.
Babakus, E., S. J. Remington , G. H. Lucas Jr., and, C. G. Carnell（1991）, “Issues in the Practice of Cosmetic Surgery: Consumers' Use of Information and Perceptions of Service Quality,” Journal of Health Care Marketing, 11（3）, 12-8.
Bagozzi, R. P. and Y. Yi （1988）, “On the Evaluation of Structural Equation Models,” Journal of the Academy of Marking Science, 16（1）, 74-94.
Baker, J., M. Levy and D. Grewal （1992）, “An Experimental Approach to Making Retail Store Environmental Decisions,” Journal of Retailing, 68（4）, 445-460.
Baker, J., D. Grewal and A. Parasuraman （1994）, “The Influence of Store Environment on Quality Inferences and Store Image,” Journal of the Academy of Marketing Science, 22 （4）, 328-339
Baker, J., A. Parasuraman, D. Grewal and G. B. Voss （2002）, “The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions,” Journal of Marketing, 66（2）, 120-141.
Batra, R. and O. T. Ahtola （1990）, “Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes,” Marketing Letters, 2（2）, 159-170.
Bengtsson, A. （2002）, “Unnoticed Relationships: Do Consumers Experience Co-branded Products?,” Advances in Consumer Research, 29（1）, 521-27.
Bentler, P. M. （1990）, “Comparative Fit Indexes in Structural Models, Psychological Bulletin,” 107 （2）, 238-246.
Bentler, P. M. （1992）, “On the Fit of Models to Covariance and Methodology to the Bulletin,” Psychological Bulletin, 112 （3）, 400-404.
Bentler, P. M. （1995）, EQS Structural Equations Program Manual, CA: Multivariate Software Inc.
Berkowitz, E. N. and J. R. Walton. （1980）, “Contextual Influences on Consumer Price Responses: An Experimental Analysis,” Journal of Marketing Research, 17（August）, 349-58.
Berry, L. L., L. P. Carbone and S. H. Haeckel （2002）, “Managing the Total Customer Experience,” Sloan Management Review, 43 （3）, 85-89.
Bianchi, M. （ed.）, 1998）, The Active Consumer, Novelty and Surprise in Consumer Choice, New York: Routledge.
Blackwell R. D., P. W. Minlard and J. F. Engel（2001）, Consumer Behavior, 9th ed., Orlando: Harcourt.
Blattberg, R. C. and K. S. Subrata（1974）, “Market Segmentation Using Models of Multimensional Purchasing Behavior,” Journal of Marketing, 38（4）, 317-20
Bolton, R. N. and J. H. Drew（1991）, “A Multistage Model of Customers' Assessments of Service Quality and Value,” Journal of Consumer Research, 17 （4）, 375-84.
Bouchet, P., Anne-Marie Lebrun and S. Auvergne（2004）, “Sport Tourism Consumer Experiences: A Comprehensive Model,” Journal of Sport Tourism, 9（2）, 127-40.
Brakus, J.（2001）, A Theory of Consumer Experiences, Dissertation, Columbia University.
Breckler, S. J., and E. C. Wiggins（1984）, “Cognitive Response on Persuasion: Affective and Evaluative Determinants?,” Journal of Experimental Social Psychology, 27, 180-220.
Brown, S. （1993）, “Postmodern Marketing?.” European Journal of Marketing, 27 （4）, 19-34.
Browne, M. W. and R. Cudeck （1993）, “Alternative Ways of Assessing Model Fit,” in K. A. Bullen and J. S. Long （eds.）, Testing Structural Equation Models, Newbury Park, CA: Sage.
Bryman, A.（1989）, Research Methods and Organization Studies, London: Unwin Hyman.
Bryman, A.（1999）, The Debate About Quantitative and Qualitative Research, In A. Bryman and R. G. Burgess （Eds.）, Qualitative Research, Thousand Oaks, CA: Sage, 1, 35-69.
Butz, H. E., and L. D. Goodstein（1996）, “Measuring Customer Value: Gaining the Strategic Advantage,” Organizational Dynamics, 24（3）, 63-77.
Byrne, B. M.（1998）, Structural Equation Modeling with LISREL, PRELIS and SIMPLIS: Basic concepts, applications and programming, New Jersey: Mahwah.
Byrne, B. M., R. J. Shavelson, and B. Muthen（1989）, “Testing for The Equivalence of Factor Covariance and Mean Structures: The Issue of Partial Measurement Invariance,” Psychological Bulletin, 105（3）, 456-466.
Carbone, L. P. and S. H. Haeckel（1994）, “Engineering Customer Experiences,” Marketing Management, 3（3）, 8-19.
Carbone, L. P.（1998）, “Total Customer Experience Drives Value,” Management Review, 87（7）, 62.
Carroll, N. V. and J. P. Gagon（1983）, “Identifying Consumer Segments in Health Services Markets: an Application of Conjoint and Cluster Analysis to the Ambulatory Care Pharmacy Market,” Journal of Health Care Marketing, 3（3）, 22-34.
Carù, A. and B. Cova（2003）, “Revisiting Consumption Experience: A More Humble but Complete View of the Concept,” Marketing Theory, Jun2003, 3（2）, 267-86.
Charmaz, K.（2000）, “Grounded Theory: Objectivist and Constructivist Method,” In N. K. Denzin and Y. S. Lincole （Eds.）, Handbook of Qualitative Research （2nd ed.）, Thousand Oaks, CA: Sage, 509-535.
Choi, W. M., A. Chan and J. Wu.（1999）, “A Qualitative and Quantitative Assessment of Hong Kong’s Image as a Tourist Destination,” Tourism Management, 20, 361-365.
Churchill Jr., G. A.（1979）, “A Paradigm for Developing Better Measures of Marketing Constructs,” Journal of Marketing Research, 11（1）, 254-260.
Cooper, P. and R. D. Hisrich（1987）, “Marketing Research for Health Service: Understanding and Applying Various Techniques,” Journal of Health Care Marketing, 7 （1）, 54-60.
Cova, B.（1996）, “The Postmodern Explained to Managers: Implications for Marketing,” Business Horizons, 39（6）, 15-23.
Crane, F. G. and J. E. Lynch（1988）, “Consumer Selection of Physicians and Dentists: An Examination of Choice Criteria and Cue Usage,” Journal of Health Care Marketing, 8（3）, 16-19.
Csikszentmihalyi, M.（1975）, Beyond Boredom and Anxiety, San Francisco: Jossey-Bass.
Csikszentmihalyi, M.（1997）, “Finding Flow,” Psychology Today, 30（4）, 46-50.
Davies, F., M. Goode, J. Mazanec, and L. Moutinho（1999）, “LISREL and Neural Network Modeling: Two Comparison Studies,” Journal of Retailing and Consumer Services, 6（4）, 249-261.
Demby, E. H.（1994）, “Psychographics Revisited: The Birth of Technique,” Marketing Research. 6（2）, 26-30.
Denzin, N. K. and Y. S. Lincoln（2000）, “Introduction: The Discipline and Practice of Qualitative Research,” In N. K. Denzin & Y. S. Lincole （Eds.）, Handbook of QualitativeRresearch （2nd ed.）. Thousand Oaks, CA: Sage, 1-28.
Devellis, R. F.（1991）, Scale Development: Theory and Applications, CA: Sage Newbury Park.
Dickson, P. R.（1982）, “Person-Situation: Segmentation's Missing Link,” Journal of Marketing, 46（4）, 60.
Dodds, W. B., K. B. Monroe, and D. Grewel（1991）, “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, 28（August）, 307-91.
Doll W. J., T. S. Raghunathan, J. S. Lim and Y. P. Gupta（1995）, “A Confirmatory Factor Analysis of the User Information Satisfaction Instrument,” Information Systems Research, 6（2）, 177-189.
Doll W. J., W. Xia and G. Torkzadeh（1994）, “A Confirmatory Factor Analysis of the End-user Computing Satisfaction Instrument,” MIS Quarterly, 18（4）, 453-461.
Dubé, L., M-C. Cervellon, H. Jingyuan（2003）, “Should Consumer Attitudes be Reduced to Their Affective and Cognitive Bases? Validation of a Hierarchical Model,” International Journal of Research in Marketing, 20（3）, 259-72.
Dunning, D., M. Perie, and A. L. Story（1991）, “Self-serving Prototypes of Social Categories,” Journal of Personality and Social Psychology, 61（6）, 957-968.
Echtner, C. M. and B. J. R. Ritchie（1991）, “The Meaning and Measurement of Destination Image,” The Journal of Tourism Studies, 2（2）, 2-12.
Elsesser, J.（1988）, “Conducting Marketing Research in Health Care: the Cganging Roles of Physician and Patient,” Journal of Advertising Research, 28（5）, Special Section, 50-5.
Finn, D. W. and C. W. Lamb Jr. （1986）, “Hospital Benefit Segmentation,” Journal of Health Care Marketing, 6（4）, 26-33.
Folkes, V. S.（1988）, “The Availability Heuristic and Perceived Risk,” Journal of Consumer Research, 15（1）, 13-23.
Fong, G. T and H. Markus（1982）, “Self-schemas and Judgments about Others,” Social Cognition, 1, 191-204.
Fornell, C. and D. F. Larcker（1981）, “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing Research, 18（1）, 39-50.
Galbraith, J. K.（1971）, “The Management of Specific Demand,” In The New Industrial State, 2nd ed., New York, NY: Mentor.
Gale, B. T.（1994）, Managing Customer Value, New York: Free Press.
Garder, H.（1986）, The Mind’s New Science：a History of Cognitive Revolution, New York：Basic Books.
Gehrt, K. C. and M. B. Pinto（1993）, “Assessing the Viability of Situationally Driven Segmentation Opportunities in the Health Care...,” Hospital & Health Services Administration, 38（2）, 243-265.
Gehrt, K. C. and M. B. Pinto（1991）, “The Impact of Situational Factors on Health Care Preferences: Exploring the Prospect of Situationally Based Segmentation,” Journal of Health Care Marketing, 11（2）, 41-52.
Ghani.J. A. and S. P. Deshpande（1994）, “Task Characteristics and the Experience of Optimal Flow in Human-computer Interaction,” Journal of Psychology, 128, 381-391.
Glaser, B. G.（1978）, Theoretical Sensitivity, Mill Valley, CA: Sociological Press.
Glaser, B. G. and A. L. Strauss（1967）, The Discovery of Grounded Theory: Strategies for Qualitative Research, Chicago: Aldine.
Glassman, M. and N. Glassman（1981）, “A Marketing Analysis of Physician Selection and Patient Satisfaction” Journal of Health Care Marketing, 1（4）, 25-31.
Glenn, J. K., F. H. Lawler and M. S. Hoerl（1987）, “Physician Referrals in a Competitive Environment,” Journal of the American Medical Association, 258 （14）, 1920-1923.
Glesne, C. and A. Peshkin（1992）, Becoming Qualitative Researchers, New York: Longman.
Greenberg, M. and S. S. McDonald（1989）, “Successful Needs / Benefit Segmentation: A User’s Guide,” Journal of Consumer Marketing, 6（3）, 29-36.
Haeckel, S. H, L. P. Carbone and L. L. Berry（2003）, “How to Lead the Customer Experience,” Marketing Management, 12（1）, 18-23.
Hair Jr., J. F., R. E. Anderson, R. L. Tatham and W. C. Black（1998）, Multivariate Data Analysis, 5th ed., Prentice Hall College Div.
Haley, R. I.（1968）, “Benefit Segmentation: A Decision-oriented Research Tool,” Journal of Marketing, 32（3）, 30-5.
Haley, R. I.（1985）, Developing Effective Communications Strategy Approach, NY: John Wiley and Sons.
Hanna, N., D. D. Schoenbachler and G. L. Gordon（1994）, “Physician Choice Criteria: Factors Influencing Patient Selection of Generalists versus Specialists,” Health Marketing Quarterly, 12（2）, 29-42.
Hatcher, L.（1998）, A Step-by-Step Approach to Using the SAS System for Factor Analysis and Structural Equation Modeling, 3rd printing, SAS Institute Inc.
Hauser, J. C. and G. L. Urban（1986）, “The Value Priority Hypotheses for Consumer Budget Plans,” Journal of Consumer Research, 12（4）, 446-462.
Hawkins, D. I., R. J. Best and K. A. Coney（2003）, Consumer Behavior: Building Marketing Strategy, 9th ed., New York: McGraw-Hill.
Herrick, D.（2003）, “Why Are Health Costs Rising?” National Center for Policy Analysis, 437, 1-2.
Hershberger, S. L.（2003）, “The Growth of Structural Equation Modeling: 1994-2001,” Structural Equation Modeling, 10（1）, 35-46.
Hickson, G. B., D. W. Stewart, W. A. Altemeier and J. M. Perrin（1988）, “First Step in Obtaining Child Health Care: Selecting a Physician,” Pediatrics, 81 （March）, 333-338.
Hightower, R., M. K. Brady and T. L. Baker（2002）, “Investigating the Role of the Physical Environment in Hedonic Service Consumption: An Exploratory Study of Sporting Events,” Journal of Business Research, 55（9）, 697-707.
Hirschman, E. C. and M. B., Holbrook（1982）, “Hedonic Consumption: Emerging Concepts, Methods and Propositions,” Journal of Marketing, 46（3）, 394-404.
Hoffman, D. L. and T. P. Novak（1996）, “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations,” Journal of Marketing, 60（July）, 50-68.
Hogg, M. K. and E. N. Banister（2001） “Dislikes, Distastes and the Undesired Self: Conceptualising and Exploring the Role of the Undesired End State in Consumer Experience,” Journal of Marketing Management, 17（1/2）, 73-104.
Holbrook, M. B. and E. C. Hirschman（1982）, “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun,” Journal of Consumer Research, 9（2）, 132-140.
Holbrook, M. B.（1994）, The Nature of Customer Value: An Axiology of Service in the Consumption Experience, Service Quality: New Direction in Theory and Practice, in Roland T. Rust and Richard L. Olivers （Eds.）, Thousand Oaks, CA: Sage Publications, 21-71.
Holbrook, M. B.（1996）, “Customer Value - A Framework For Analysis and Research,” Advances in Consumer Research, 23（1）, 138-142.
Holbrook, M. B.（1999）, “Introduction to Customer Value,” In Customer Value: A Framework forAanalysis and Research, New York, NY: Routledge, 1-28.
Holbrook, M. B.（2000）, “The Millennial Consumer in the Texts of Our Times: Experience and Entertainment.” Journal of Macromarketing, 20（2）, 178-192.
Holbrook, M. B.（2005）, “Customer Value and Auto Ethnography: Subjective Personal Introspection and the Meanings of a Photograph Collection,” Journal of Business Research, 58（1）, 45-61.
Holbrook, M. B. and K. P. Corfman（1985）, “Quality and Value in the Consumption Experience: Phaedrus Rides Again,” in Perceived Quality, J. Jacoby and J. C. Olson （eds.）. Lexington, MA: Lexington Brooks, 31-57.
Hopkins, C. D., J. F. Tanner Jr. and M. A. Raymond（2004）, “Risk Avoidance versus Risk Reduction: A Framework and Segmentation Profile for Understanding Adolescent Sexual Activity,” Health Marketing Quarterly, 21（3）, 79-106.
Hoelter, J. W.（1983）, “The Analysis of Covariance Structures: Goodness-of-Fit Indices,” Sociological Methods & Research, 11, 325-344.
Howard, J. A.（1994）, Buyer behavior in marketing strategy, Englewood Cliffs, New Jersey: Prentice Hall International, 35-41.
Howard, J. A. and J. N. Sheth（1969）, The Theory of Buyer Behavior, New York: John Wiley & Sons, Inc.
Howard, J. A.（1994）, Buyer behavior in marketing strategy, Englewood Cliffs, New Jersey: Prentice Hall International, 35-41.
Hu, L. T., P. M. Bentler and Y. Kano （1992）, “Can Test Statistics in Covariance Structure Analysis be Trusted?,” Psychological Bulletin, 112, 351-362.
Hu, L. T.and P. M. Bentler （1999）, “Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives,” Structural Equation Modeling, 6（1）, 1-55.
Jöreskog, K. G. and D. Sörbom（1992）, LISREL: A Guide to the Program and Applications, 3rd ed., Chicago: Scientific Software International, Inc.
Kerlinger, F. N. and H. B. Lee（2000）, Foundations of Behavior Research, 4th ed., Orlando: Harcort Inc.
Krishnamurthi, L., T. Mazumdar, and S. P. Raj（1992）, “Asymmetric Response to Price in Consumer Brand Choice and Purchase Quantity Decisions,” Journal of Consumer Research, 19（3）, 387-400.
Kotler, P. （2004）, Marketing management, 12th ed., Upper Saddle River, Upper Saddle River, NJ: Prentice Hall.
Lai, A. W.（1995）, “Consumer Value, Product Benefits and Customer Value: A Consumption Behavior Approach,” In Advance in Consumer Research, F. R. Kardes and M. Sujan （eds.）, Provo, UT: Association for Consumer Research, 381-383.
Lam, D. and D. Mizerski（2005）, “The Effects of Locus of Control on Word‐of‐mouth Communication,” Journal of Marketing Communications, 11 （3）, 215-228.
Lassar, W., B. Mittal and A. Sharma（1995）, “Measuring Customer-based Brand Equity,” Journal of Consumer marketing, 12（4）, 11-20.
Lavidge, R. J. and G. A. Steiner（1961）, “A Model for Predictive Measurements of Advertising Effectiveness,” Journal of Marketing, 25（6）, 59-62.
Lazer, W. （1963）, Life Style Concepts and Marketing toward Scientific Marketing, Stephen Cresyser（Ed.）. Chicago: AMA.
Locke, K.（2001）, Grounded Theory in Management Research, Thousand Oaks, CA: Sage.
Lyotard, J. F.（1984）,　The Postmodern Condition: A Report on Knowledge, Minneapolis, MN: University of Minnesota Press.
Lyotard, J. F.（1992）,　The Postmodern Explained, Minneapolis, MN: University of Minnesota Press.
MacCallum, R. C. and S. Hong（1997）, “Power Analysis in Covariance Structure modeling using,” Multivariate Behavioral Research, 32（2）, 193-210.
Mahajan, V. and A. K. Jain（1978）, “An Approach to Normative Segmentation,” Journal of Marketing Research, 15（3）, 338-45.
Marsh, H. W., and D. Hocevar（1985）, “Application of Confirmatory Factor Analysis to the Study of Self-concept: First and Higher Order Factor Models and Their Invariance across Groups,” Psychological Bulletin, 97, 562-582.
Marsh, H. W., J. R. Bella, and R. P. MacDonald（1988）, “Goodness-of-fit Indexes in Confirmatory Factor Analysis: The Effect of Sample Size,” Psychological Bulletin, 103, 391-401.
McCarthy, J. E.（1981）, Basic Marketing: A Managerial Approach, Homewood, Illinois: Richard D. Irwin Inc.
McCue, M. J. and J. L. Stevens（1992）, “Market Segmeatation and the Residual Demend for Tax-Exempt Bonds: Empirical Evidence Form the Elimination of Interest Deductions,” Journal of Business Finance & Accounting, 19（5）, 777-88.
Misoulis, G.（1989）, “Preadolescent Pregnancy: a Market Segmentation Perspective,” Journal of Health Care Marketing, 9（2）, 42-51.
Mitchell, M. A. and R. A. Orwig（2002）, “Consumer Experience Tourism and Brand Bonding,” Journal of Product & Brand Management, 11（1）, 30-41.
Moneta, G. B. and M. Csikszentmihalyi（1996）, “The Effect of Perceived Challenges and Skills on the Quality of Subjective Experience,” Journal of Personality, 64, 275-310.
Monroe, K. B. （1990）, Pricing: Marketing Profitable Decisions, New York: McGraw. Hill.
Mowen, J. C.（1995）, Consumer Behavior, Englewood Cliffs, NJ: Prentice-Hall.
Norris, R. T.（1941）, The Theory of Consumer’s Demand, New Haven, CT: Yale University Press.
Novak, T. P., D. L. Hoffman and A. Duhachek（2003）, “The Influence of Goal-Directed and Experiential Activities on Online Flow Experiences,” Journal of Consumer Psychology, 13（1&2）, 3-16.
Novak, T. P. and D. L. Hoffman（1997）, “New Metrics for New media: Toward the Development of Web Measurement Standards,” World Wide Wed Journal, 2（1）, 213-46.
Novak, T. P., D. L. Hoffman, and Yiu-Fai Yung（2000）, “Measuring the Customer Experience in Online Environments: A Structural Modeling Approach,” Marketing Science, 19（1）, 22-42.
Nowak, L. I. and J. H. Washburn（1998）, “Patient Sources of Information and Decision Factors in Selecting Cosmetic Surgeons,” Health Marketing Quarterly. 15（4）, 45-54.
Okada, E. M.（2005）, “Justification Effects on Consumer Choice of Hedonic and Utilitarian Goods,” Journal of Marketing Research, 42（1）, 43-53.
O'Gass, A. and D. Grace（2004）, “Exploring Consumer Experiences with a Service Brand,” Journal of Product & Brand Management, 13（4）, 257-68
Overby, J. W.（2000）, The Impact of National Culture Upon The Customer Value Hierarchy: A Comparison Between French and American Consumers, Dissertation, Konxville: The University of Tennessee.
Park, C. W. and S. M. Young（1986）, “Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation,” Journal of Marketing Research, 23（1）, 11-24.
Parasuraman, A., V. A. Zeithaml, and L. L. Berry（1985）, “A Conceptual Model of Service Quality and It’s Implications for Future Research,” Journal of Marketing, 49（4）, 41-50.
Parasuraman, A.（1997）, “Reflections on Gaining Competitive Advantage Through Customer Value,” Journal of the Academy of Marketing Science, 25（2）, 154-61.
Park, C. W., B. J. Jaworski, and D. J. Maclnnis（1986）, “Strategic Brand Concept-Image Management,” Journal of Marketing, 50（4）, 135-145.
Petty, E. R. and J. T. Cacioppo （1981）, Attitudes and Persuasion Classic and Contemporary Approaches, Dubuque, IA: Brown.
Petty, Richard E. and J. T. Cacioppo（1984）, “Source Factors and the Elaboration Likelihood Model of Persuasion,” Advances in Consumer Research, 11（1）, 668-72.
Petty, R. E. and J. T. Cacioppo（1986）, Communication and persuation: Central and peripheral routes to attitude change, New York: Springer-Verlag.
Petty, E. R., J. T. Cacioppo and D. Schumann（1983）, “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement,” Journal of Consumer Research, 10（3）, 135-146.
Petty, Richard E., David W. Schumann, Steven A. Richman, and Alan J. Strathman（1993）, “Positive Mood and Persuasion: Different Roles for Affect Under High- and Low-Elaboration Conditions,” Journal of Personality & Social Psychology, 64（1）, 5-20.
Pine Ⅱ, B. J and J. H. Gilmore（1998）, “Welcome to the Experience Economy,” Harvard Business Review, 76（4）, 97-105.
Pine Ⅱ, B. J and J. H. Gilmore（1999）, The Experience Economy, Boston, MA: Harvard Business School Press.
Plummer, J. T.（1974）, “The Concept and Application of Life style Segmentation,” Journal of Marketing, 38（1）, 33-37.
Plutchik, R.（1980）, Emotion: a psychoevolutionary synthesis, New York: Harper & Row.
Poulsson, S. H. G. and S. H. Kale（2004）, “The Experience Economy and Commercial Experiences,” Marketing Review, 4（3）, 267-277.
Pride, W. M. and O. C. Ferrell （2003）, Marketing, 12thed, Boston：Houghton Mifflin
Raghunathan, R. and J. R. Irwin（2001）, “Walking the Hedonic Product Treadmill: Default Contrast and Mood-Based Assimilation in Judgments of Predicted Happiness with a Target Product,” Journal of Consumer Research, 28（3）, 355-368.
Reynolds, F. D. and W. R. Darden（1974）, Constructing Life Style and Psychographices, Lifestyle and Psychographices, William D. Wells ed., Chicago: AMA, 174.
Rifkin, J. （2001）, The Age of Access: The New Culture of Hyper Capitalism, Where All of Life Is A Paid-for Experience, New York: Penguin Putnam.
Riggs, J. and N. Cantor（1984）, “Getting Acquainted: The role of Self-concept and Preconceptions,” Personality and Social Psychology Bulletin, 10, 432-436.
Rogers, E. M. （1962）, Diffusion of Innovations, New York: Free Press, 79-86.
Ross, C. K., C. A Steward and J. M. Sinacore（1993）, “The Importance of Patient Preferences in the Measurement of Health Care Satisfaction,” Medical Care, 3（112）, 1138-1149.
Sarel, D. and H. Marmorstein（1996）, “Identifying New Patient Prospects: Efficacy of Usage Segmentations,” Journal of Health Care Marketing, 16（1）, 38-44.
Schultz, R. J.（1996）, “The Effects of Mood States on Service Contact Strategies,” Journal of Professional Services Marketing, 14（1）, 117-135.
Schmitt, B.（1999）, “Experiential Marketing,” Journal of Marketing Management, 15 （1-3）, 53-67.
Schembri, S.（2002）, “Service quality and the consumer's experience: towards an interpretive approach,” Marketing Theory, 2（2）, 189-205.
Schwarz, N. and G. L. Clore（1983）, “Mood, Misattribution, and Judgments of Well-Being: Informative and Directive Functions of Affective States,” Journal of Personality and Social Psychology, 45 (September), 513-523.
Shernoff, D. J., M, Csikszentmihaiyi, B. Schneider and E. S. Shernoff（2003）, “Student Sngagement in High School Classrooms from the Perspective of Flow Theory,” School Psychology Quarterly, 18,（2）, 158-176.
Sheth, J. N., B. Mittal and B. I. Newman（1999）, Customer Behavior: Consumer Behavior and Beyond, Fort Worth, TX: The Dryden Press.
Shih, Thuan-Fong（1998）, “Conceptualizing Consumer Experiences in Cyberspace,” European Journal of Marketing, 32（7/8）, 655-763.
Shiv, B. and A. Fedorikhin（1999）, “Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making,” Journal of Consumer Research, 26（3）, 278-292.
Sinha I.（1996）, VALUEMAP: An Integrated Approach toward the Spatial Modeling of Perceived Customer value, Dissertation, University of Michigan.
Sinha, I. and W. S. DeSarbo（1998）, “An Integrated Approach toward the Spatial Modeling of Perceived Customer Value,” Journal of Marketing Research, 35（2）, 236-249.
Sirohi, N., E. W. McLaughlin and D. R. Wittink（1998）, “A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket,” Journal of Retailing, 74（2）, 223-45.
Sloot, L. M., P. C. Verhoef and P. H. Franses（2005）, “The Impact of Brand Equity and the Hedonic Level of Products on Consumer Stock-out Reactions,” Journal of Retailing, 81（1）, 15-34.
Smith, W. R.（1956）, “Product Differentiation and Market Segmentation as Alternative Marketing Strategies,” Journal of Marketing, 21（1）, 3-8.
Smith, R. E. and W. R. Swinyard（1983）, “Attitude-Behavior Consistency: The Impact of Product Trial versus Advertising,” Journal of Marketing Research, 20（3）, 257-267.
Solomon, M. R.（2002）, Consumer Behavior: Buying, Having, and Being, 5th ed., Upper Saddle River, NJ: Prentice Hall.
Stewart, D. W., G. B. Hickson, S. Ratneshwar, C. Pechmann and W. Altemeier（1985）, “Information Search and Decision Strategies Among Health Care Consumers,” Advances in Consumer Research, 12（1）, 252-257.
Strahilevitz, M. A. and J. G. Myers（1998）, “Donations to Charity as purchase Incentives: How Well they Work May Depend on What You are Trying to Sell,” Journal of Consumer Research, 24（4）, 434-46.
Strauss, A. and J. Corbin（1998）, Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory, Thousand Oaks, CA: Sage.
Strauss, A. and J. Corbin （1999）, “Grounded Theory Methodology: An Overview,” In A. Bryman and R. G. Burgess （Eds.）, Qualitative research, Thousand Oaks, CA: Sage, 13, 72-94.
Strong, E. K.（1992）, The Psychology of Selling, New York: McGraw-Hill.
Sujan, M.（1985）, “Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments,” Journal of Consumer Research, 12（1）, 31-46.
Swan, J. E. and L. J. Combs（1976）, “Product Performance and Consumer Satisfaction: A New Concept”, Journal of Marketing, 40（2）, 25-33.
Sweeney, J. C. and G. N. Soutar（2001）, “Consumer Perceived Value: The Development of a Multiple Item Scale,” Journal of Retailing, 77（2）, 203-220.
Sweeney, J. C., G. N. Soutar and L. W. Johnson （1999）, “The Role of Perceived Risk in the Quality-Value Relationship: A Study in A Retail Environment,” Journal of Retailing, 75（1）, 77-105.
Szybillo, G. J. and J. Jacoby（1974）, “Intrinsic versus Extrinsic Cues as Determinants of Perceived Product Quality,” Journal of Applied Psychology, 59（1）, 74-78.
Tabachnick, B. G. and L. S. Fidell（1996）, Using Multivariate Statistics, New York, NY: HarperCollins.
Taylor, S. and P. Todd（1995）, “Understanding information technology usage: A test of competing models,” Information Systems Re-search, 6（2）, 144-176.
Toffler, A.（1970）, Future Shock, New York: Bantam.
Trevino, L. and J. Webster（1992）, “Flow in computer-mediated communication,” Communication Research, 19, 539-573.
Tsai, Shu-pei（2005）, “Integrated Marketing as Management of Holistic Consumer Experience”, Business Horizons, 48（5）, 431-41.
Turley, L. W. and R. E. Milliman（2000）, “Atmospheric Effects on Shopping Behavior：A Review of the Experimental Evidence,” Journal of Business Research, 9（2）, 193-211.
Urbany, J. E., W. O. Bearden, and D. C. Weibaker（1988）, “The Effect of Plausible and Exaggerated Reference Prices on Consumer Perceptions and Price Search,” Journal of Consumer Research, 15（1）, 95-110.
Vaughn, R. （1986）, “How Advertising Works: a Planning Model Revisited,” Journal of Advertising Research, 26（1）, 57-66.
Venkatesh, A. （1999）, “Postmodernism Perspectives for Macromarketing: An Inquiry into the Global Information and Sign Economy,” Journal of Macromarketing, 12, 153-167.
Voss, K. E., E. R. Spangenberg and B. Grohmann（2003）, “Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude,” Journal of Marketing Research, 40（3）, 310-320.
Wakefield, K. L. and J. Baker（1998）, “Excitement at the Mall: Determinants and Effects on Shopping Response,” Journal of Retailing, 74（4）, 515-539.
Weber, M. （1964）, The Theory of Social and Economic Organization, in Person, T. （Ed.）, New York, NY: The Free Press.
Webster, J., L. K. Trevino and L. Ryan（1993）, “The Dimensionality and Correlates of Flow in Human Computer Interactions,” Computers in Human Behavior, 9, 411-426.
Wind, J., and P. Green（1974）, Some conceptual, measurement, and analytical problem in life style research, Life style and psychographics, Chicago：American Marketing Association, 100-125.
Woodruff, R. B.（1997）, “Customer value: The Next Source for Competitive Advantage,” Journal of the Academy of Marketing Science, 25（2）, 139-53.
Woodside, A.G., R. L. Nielsen, F. Walters and G. D. Muller（1988）, “Preference Segmentation of Health Care Services: The Old--Fashioneds, Value Conscious, Affluents, and Professional Want--It—Alls,” Journal of Health Care Marketing, 8（2）, 14-24.
Wyner, G. A.（1998）, “The Many Faces of Customer Value,” Marketing Research, 1（1）, 34-35.
Zaichkowsky, J. L.（1985）, “Measuring the Involvement Construct,” Journal of Consumer Research, 12（3）, 341-352.
Zaichkowsky, J. L.（1986）, “Conceptualizing Involvement,” Journal of Advertising, 15（2）, 4-14.
Zaichkowsky, J. L.（1994）, “The Personal Involvement Inventory: Reduction, Revision and Application to Advertising,” Journal of Advertising, 23（2）, 59-70.
Zeithaml, V. A., A. Parasuraman, and L. L. Berry（1985）, “Problems and Strategies in Services Marketing,” Journal of Marketing, 49（2）, 33-46.
----------（1988）, “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52（3）, 2-22.
Zhu, R. （Juliet） and, J. Meyers-Levy（2005）, “Distinguishing between the Meanings of Music: When Background Music Affects Product Perceptions,” Journal of Marketing Research, 42（3）, 333-345.
Zuckerman, A. M. and T. K. Johnson（2002）, “Market segmentation: Sixth in a difficult health care market”, Health progress.2002, 83（2）, 21-23.
三、網頁部份
Americal Society of Plastic Surgeons （2002）, Cosmetic Surgery Trends, http://cozmedic.com/1992-2001-cosmetic_trends.pdf.
Americal Society of Plastic Surgeons （2003）, 2002 Gender Distribution （Female）: Cosmetic Patients, http://cozmedic.com/filesandlinks.php.
李希敏，（2005），「臉部回春美容療程市場」，產業資訊服務網，http://www.itis.org.tw/reporter/ViewHTML/att/repocontent.jhtm?searchnum=10&idno=17A935929F6BBB47482570310015EBFB&showkd=&WSOPTION=searchRpt&page=1&size=10&dip=&search=%A7%F5%A7%C6%B1%D3&searchTmp=%A7%F5%A7%C6%B1%D3&mainclass=&prdtunit=&rptsyear=&rptsmonth=&rptsdate=&rpteyear=&rptemonth=&rptedate=&selRptChk=。
李希敏，（2005），「臉部回春美容療程市場（二）」，產業資訊服務網，http://www.itis.org.tw/reporter/ViewHTML/att/repocontent.jhtm?searchnum=7&idno=BC784075D59CAD1E48257081000125B8&showkd=&WSOPTION=searchRpt&page=1&size=10&dip=&search=%A7%F5%A7%C6%B1%D3&searchTmp=%A7%F5%A7%C6%B1%D3&mainclass=&prdtunit=&rptsyear=&rptsmonth=&rptsdate=&rpteyear=&rptemonth=&rptedate=&selRptChk=。
李希敏，（2005），「醫學美容之整型手術市場」，產業資訊服務網，http://www.itis.org.tw/reporter/ViewHTML/att/repocontent.jhtm?searchnum=9&idno=7D1B26ECCC86DAFE4825704A0005CBA2&showkd=&WSOPTION=searchRpt&page=1&size=10&dip=&search=%A7%F5%A7%C6%B1%D3&searchTmp=%A7%F5%A7%C6%B1%D3&mainclass=&prdtunit=&rptsyear=&rptsmonth=&rptsdate=&rpteyear=&rptemonth=&rptedate=&selRptChk=。
李希敏，（2005），「醫學美容之整型手術市場（二）」，產業資訊服務網，http://www.itis.org.tw/reporter/ViewHTML/att/repocontent.jhtm?searchnum=4&idno=E3B975A6F596BF3C482570A7000FBE0A&showkd=&WSOPTION=searchRpt&page=1&size=10&dip=&search=%A7%F5%A7%C6%B1%D3&searchTmp=%A7%F5%A7%C6%B1%D3&mainclass=&prdtunit=&rptsyear=&rptsmonth=&rptsdate=&rpteyear=&rptemonth=&rptedate=&selRptChk=。
張慈映（2005），「非手術美容市場成長可期」，產業資訊服務網，http://www.itis.org.tw/reporter/ViewHTML/att/repocontent.jhtm?searchnum=1&idno=A52ACFB0FF3678E8482570A7000FBE02&showkd=&WSOPTION=searchRpt&page=1&size=10&dip=&search=%AC%FC%AEe&searchTmp=%AC%FC%AEe&mainclass=&prdtunit=&rptsyear=&rptsmonth=&rptsdate=&rpteyear=&rptemonth=&rptedate=&selRptChk=。