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研究生:江慶祥
研究生(外文):Ching-hsiang Chiang
論文名稱:整形外科診所顧客就醫行為之研究-以台南市某整形外科診所為例
論文名稱(外文):The Study for Medical Seeking Behavior of Customers in Plastic Clinic- A Plastic Clinic in Tainan as Example
指導教授:王明隆王明隆引用關係
指導教授(外文):Min-Long Wang
學位類別:碩士
校院名稱:國立成功大學
系所名稱:高階管理碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:98
中文關鍵詞:資訊搜尋生活型態整形美容
外文關鍵詞:Information Search BehaviorLifestylePlastic and Cosmetic Procedures
相關次數:
  • 被引用被引用:8
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  • 下載下載:366
  • 收藏至我的研究室書目清單書目收藏:2
摘 要
本研究主要在探討不同生活形態的消費者與資訊搜尋的相關性,預測它們對決定接受整形美容消費的影響,另外加入人口統計變數、過去整型經驗、網路接觸經驗因素來探討其與資訊搜尋行為的關係。本研究以台南市某整形外科診所初次就醫的病患為問卷研究對象,本次研究問卷發放期間從2007年4 月至2007年8月,總計發放324份問卷,有效問卷為312份,問卷有效率為 92.3%。經SPSS統計方法進行實證分析,實證結果發現如下:
1.在顧客屬性方面,女性占大部分超過八成;而主要客層集中在21到40歲;而教育程度大專以上佔了四分之三;對於整形美容接受度較高的是年輕的女性且與大眾接觸頻繁的上班族。
2.資訊諮詢內容依序前五名是雷射除斑除痣、脈衝光、玻尿酸注射、柔膚或淨膚雷射,而肉毒桿菌注射與雙眼皮並列為第五。雷射除斑除痣、脈衝光及柔膚雷射屬光療療程;而玻尿酸及肉毒桿菌注射屬微整形,可見侵入性較低的療程治療較受歡迎。而資訊搜集的來源中,網際網路及大眾媒體對於資訊的傳播佔了非常重要的地位,而傳統人對人的直接傳播的比重較低。
3.在研究假設方面,不同生活型態的整型顧客不論在資訊搜集來源數、資訊搜集內容數、資訊考量因素順序上均無顯著差異。而在經驗與資訊搜尋行為的關聯性上,僅過去經驗中的曾經整形美容與否在資訊來源數、諮詢內容數有顯著差異;而網路經驗是無關的。而職業及每月可支配餘額在諮詢內容數上有顯著差異;而性別與居住地點在資訊搜集來源數有顯著差異。


關鍵字:整形美容、生活型態、資訊搜尋。
Abstract
This research primarily focused on inquiring into the relativity between the consumers with different lifestyle and their information search behavior. Moreover, we predict the influences of lifestyle on the decision to accept the plastic and cosmetic procedures. Then join another census-taking variable, past experience for the plastic and cosmetic procedures, experience factor of the network contact to inquire into it and the relativity of the information search behavior. The new patients in the plastic clinic in Tainan City were included as questionnaire research object. The research period was from April 2007 to August 2007 and totally issues 324 questionnaires. Eventually, the study has collected 312 valid questionnaires, which are 92.3% of total ones. The statistic software, SPSS ,was applied to analyze the collected data and the major empirical findings of this research were presented below:
1. At the customer attribute, the female occupied greatly part of over 80%; and the main guest layer concentrated at 21-40 years old; and the level of Education University above had three quarter. Higher acceptability to the plastic and cosmetic procedures was found in the young females and the office workers who contact the public frequently.
2. The first five consultative contents in order were Laser therapies for nevi or pigmented lesions, IPL (Intense pulsed light), Hyaluornic acid injection, Soft Laser, and the Botulinum toxin injection to be juxtaposed with double eyelid for the fifth. Laser therapies for nevi or pigmented lesions, IPL (Intense pulsed light), and Soft Laser were categorized to Laser and Light therapies. Moreover, Hyaluornic acid and Botulinum toxin injection were categorized to minor plastic procedures. It was thus clear that the procedures that were less invasive were more popular. As for the sources of information search, the internet and the mass media had very important position in the dissemination of information, while the percentage of traditional person-to-person direct dissemination was lower.
3. In the aspects of studying assumption, the whole customer of different lifestyle had no significant difference in the source number of information collection, the number of consultation, and sequence of information consideration factor. For the relativity between the experiences and the information search behavior, only past experience in plastic and cosmetic procedures or not had significant difference in the source number of information collection, and the number of consultation. In addition, the network experience was irrelevant. Moreover, occupation and monthly controllable surplus amount had significant difference in the number of consultation. And the sex and the residence had significant difference in the source number of information collection.
Key words:Plastic and Cosmetic Procedures, Lifestyle, Information Search Behavior.
目 錄
摘要 I
ABSTRACT II
誌謝 IV
目錄 V
表目錄 VII
圖目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究範圍與目的 2
第三節 研究步驟 2
第二章 文獻探討 4
第一節 台灣地區整形美容市場現況與趨勢 4
第二節 醫院及醫療行銷 9
第三節 醫師服務市場的特性 11
第四節 消費者行為理論及消費者購買決策行為 14
第五節 生活型態 19
第六節 資訊搜尋行為與健康資訊搜尋 25
第七節 網際網路與醫療 35
第三章 研究方法 39
第一節 研究架構與研究假設 39
第二節 操作性定義及問卷設計 41
第三節 抽樣與問卷發放 44
第四節 資料分析方法 44
第四章 實證分析 48
第一節 樣本描述 48
第二節 生活型態分析 55
第三節 資訊搜尋行為因素分析 70
第四節 假設檢定 78
第五節 研究結果 79
第五章 結論與建議 81
第一節 研究結論 81
第二節 研究建議 86
第三節 研究限制及未來研究方向 87
參考文獻 90
附錄:問卷 95
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