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研究生:馮文瑞
研究生(外文):Wen-Jui Feng
論文名稱:醫學美容自費產品採用抉擇之研究-比較醫師與消費者之異同
論文名稱(外文):Exploring the Adoption of Self-paid Medical Cosmetic: A Comparison between the Physicians and Consumers
指導教授:趙沛趙沛引用關係
指導教授(外文):Pei Chai
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2007
畢業學年度:94
語文別:中文
論文頁數:120
中文關鍵詞:醫師選擇醫學美容保養品消費者選擇
外文關鍵詞:Consumer adoptionPhysician adoptionMedical cosmetic
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本研究之主旨在針對醫療院所看診的皮膚科及美容外科醫師,以及曾經在醫療院所購買醫學美容自費產品的消費者,經由問卷調查的結果,以層級分析程序法探討醫師與消費者選擇醫學美容自費產品的抉擇因素。
研究發現,醫師採用醫學美容保養品時之抉擇因素依其重要性排序為:療效、安全性、價格、品牌、產品多樣性、與藥商的互動關係與醫師績效,而消費者採用醫學美容自費產品時之抉擇因素依其重要性排序為:價格、療效、品牌、舒適感、產品多樣性、與醫師的互動、對醫師的信任與醫師的口碑。
從人口統計變數中發現,主要消費者族群的年齡在21~30歲之間(37%),以女性為主(73%),64%的消費者可接受價格為5,000元以下,但有68%的消費者實際購買金額在3,000元以下,選擇醫學美容產品的原因依次為個人保養需求者佔41%,因治療疾病所需者佔39%,因經過美容手術之後所需(雷射、脈衝光等)者佔20%。本研究另發現,男性因個人保養需求而購買的人數佔全體男性的50%,顯示男性會為了個人保養所需而選購醫學美容保養品。
This study is to investigate the priorities of factors involved in the decision-making process of choosing the self-paid medical cosmetic by dermatologists and consumers. The priorities of these involved factors are determined on the basis of the Analytic Hierarchy Process. The respondents in this study are restricted to the dermatologists who serve in the medical centers and the consumers who have already purchased the self-paid medical cosmetic.
From the analytical results in this study, we found that the priorities of factors involved in choosing the self-paid medical cosmetic for the dermatologists are therapy, safety, price, brand, product variety, interaction with the chemists, and physician performance; for the consumers, the factor priorities are price, therapy, brand, comfort, product variety, interaction with the dermatologist, trust toward the dermatologist and the word-of-mouth of the dermatologist.
In the further analysis based on the demographic variables, we found the major consumer group is aged between 21and 30 (37%) and the majority is female (73%). 64% of the consumers can accept the products pricing under 5,000 dollars; 68% of the consumers spend less than 3,000 dollars in the reported consumption behavior. The reasons why the consumers choose the medical cosmetic are personal skin care need (41%), curing disease need (39%), and skin care after beauty surgeries including Laser and Intense Pulsed Light (20%). Concurrently, this study also found there was 50% male purchased the medical beauty products for personal skin care need. One implication is that male will purchase medical cosmetic for the purpose of satisfying his personal skin care need.
目 錄
中文摘要 i
英文摘要 ii
誌 謝 iv
目 錄 v
表 目 錄 vii
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 5
第三節 研究範圍 5
第四節 研究流程 6
第二章 文獻探討 9
第一節 醫學美容產業 9
第二節 醫學美容保養品 12
一、化妝品的定義與類別 12
二、醫學美容保養品的定義 13
第三節 涉入 14
一、涉入的定義 14
二、涉入的分類 16
三、購買涉入程度對消費者決策行為的影響 19
第四節 購買決策 24
一、消費者行為的定義 24
二、消費者行為模式 26
三、消費者之購買決策過程 33
第五節 新產品的採用模式 34
一、創新的定義 34
二、新產品的採用模式 35
第六節 產品屬性 41
第七節 就醫行為理論 43
第八節 消費者選擇因素 47
第九節 醫師選擇因素 51
第三章 研究方法 55
第一節 研究方法 55
一、層級分析程序法的意義 55
二、層級分析程序法的基本假設與特點 55
三、層級分析程序法的應用 57
四、層級分析程序法的理論 58
五、層級分析程序法的進行流程 60
第二節 研究架構 67
第三節 問卷設計 68
第四節 研究對象 69
第四章 資料分析與結果 71
第一節 消費者樣本之基本特性分析 71
第二節 層級分析程序法分析結果 76
一、醫師選擇因素權重評估 78
二、消費者選擇因素權重評估 81
三、醫師與消費者選擇因素之異同比較 92
第五章 結論與建議 95
第一節 結論 95
第二節 建議 98
第三節 研究限制與未來研究方向 101
一、研究限制 101
二、未來研究方向 102
參考文獻 104
一、中文部份 104
二、英文部份 105
附錄I 112
附錄II 116


表 目 錄
表 1-1 健保制度實施情形: 3
表 2-1 涉入的定義 15
表 2-2不同購買涉入下消費者的決策方式 21
表 2-3 消費者行為的定義 25
表 2-4 消費者選擇化妝品的因素彙總表 49
表 2-5 醫師選擇藥品處方的因素彙總表 53
表 3-1 層級分析程序法評估尺度意義與說明 64
表 3-2 語意變數尺度 64
表 3-3 隨機指標表 66
表 3-4 問卷成對比較釋例 69
表 4-1 消費者樣本特性分析 71
表 4-2 醫師選擇因素之成對比較矩陣 79
表 4-3 醫師選擇因素之權重矩陣與順序 80
表 4-4 消費者選擇因素之成對比較矩陣 82
表 4-5 消費者選擇因素之權重矩陣與順序 83
表 4-6 消費者選擇因素之權重矩陣與順序-依性別分析 85
表 4-7 消費者選擇因素之權重矩陣與順序-依年齡分析 86
表 4-8 消費者選擇因素之權重矩陣與順序-依職業別分析 87
表 4-9 消費者選擇因素之權重矩陣與順序-依平均每月所得分析 88
表 4-10 消費者選擇因素之權重矩陣與順序-依可接受的價格分析 89
表 4-11 消費者選擇因素之權重矩陣與順序-依本次購買的價格分析 90
表 4-12 消費者選擇因素之權重矩陣與順序-依本次選擇購買的原因分析 91
表 4-13 醫師與消費者選擇因素之比較 92


圖 目 錄
圖 1-1 研究流程 8
圖 2-1 2002-2006年整形手術之全球市場規模 10
圖 2-2 2002~2006(f)年美國整形手術之市場規模分析 11
圖 2-3 涉入概念圖 19
圖 2-4 思考可能性模式 20
圖 2-5購買涉入程度與購買決策關係圖 23
圖 2-6 Nicosia 消費者購買行為模式 26
圖 2-7 Howrd Model 28
圖 2-8 S→O→R Model 28
圖 2-9消費者特性的一般性與特殊性連續尺度 29
圖 2-10 EKB Model 31
圖 2-11 Kotler 消費者行為模式 32
圖 2-12 資訊尋求模式 34
圖 2-13 創新決策過程 37
圖 2-14 Antil 創新採用過程 38
圖 2-15 新產品採用模型 39
圖 2-16 個人層次之消費採用與品牌選擇的兩階段模型 40
圖 2-17 產品屬性如何影響評估之難易 42
圖 2-18 修正後使用醫療服務行為模式 44
圖 2-19 修正後使用醫療服務行為模式 45
圖 2-20 Stratmann醫療採用之理性決策模式 46
圖 3-1 層級分析程序法的進行流程 61
圖 3-2 完整(左)及不完整(右)層級結構圖 63
圖 3-3 醫師選擇醫學美容自費產品採用之層級分析架構圖 67
圖 3-4 消費者選擇醫學美容自費產品採用之層級分析架構圖 68
圖 4-1 年齡分佈之長條圖 73
圖 4-2 教育程度分佈之長條圖 73
圖 4-3平均每月所得分佈之長條圖 74
圖 4-4消費者可接受自費購買醫學美容產品的價格分佈之長條圖 75
圖 4-5消費者本次購買醫學美容產品的價格分佈之長條圖 75
圖 4-6消費者本次選擇醫學美容產品的原因分佈之長條圖 76
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