醫學美容市場在臺灣成長迅速，不論診所數量、消費人口及市場營業額皆迅速成長，而新興的醫學美容市場消費者行為有別於其他產業，故本研究透過醫學美容消費者體驗品質及消費者忠誠度衡量醫學美容消費者行為，並以消費者產品知識、涉入程度及知覺風險作為衡量體驗品質之構面，期望提供相關業者消費者行為衡量之依據，並為後續研究提供基礎。研究以全臺醫學美容消費者為研究對象，研究期間共回收120份有效問卷，透過SPSS19.0對樣本進行效度分析、單因子變異數分析、獨立樣本t檢定、皮爾森相關分析及迴歸分析等，以找出各構面間的關聯性。研究結果發現，消費者性別、消費額及消費次數對其產品知識及涉入程度有顯著差異，而消費者消費項目則對其知覺風險有顯著差異，此外，消費者涉入程度對其體驗品質具顯著影響，消費者體驗品質則對其忠誠度具顯著影響。

This study uses the variables of consumer experience quality and consumer loyalty to measure consumer behavior of medical cosmetics, and uses three dimensions, including product knowledge, involvement and perceived risk to measure the variable of consumer experience quality. The research objects of this research are consumers of medical cosmetics located in Taiwan. The empirical tests of this study processed include reliability and validity analysis, ANOVA analysis, independent sample t test, Pearson correlation analysis, as well as regression analysis. The research results indicate that the levels of product knowledge and involvement of consumers varied owing to consumers' different spending situations and genders. Also, items of different spending have impact on consumers' perceived risk. Finally, it is proved that consumer involvement has a significant effect on experience quality. At the same time, the experience quality also has a significant impact on the construct of consumer loyalty.

書名頁.................................... i
摘要..................................... vi
ABSTRACT............................ vii
誌謝............................... viii
目錄............................... ix
表目錄............................ xi
圖目錄............................ xiii
第一章 緒論……….……………………………………………………...…………1
第一節 研究背景...…………………………………………..…….……..……1
第二節 研究目的...…………………………………………..…….………..…2
第二章 文獻探討…………………………………………………….……………..3
第一節 醫學美容概述….…………………………...……….……………...…3
第二節 產品知識...…………..…………………………………….……..……5
第三節 涉入程度…………………….…………………………………..…….7
第四節 知覺風險.……………………….……………………………..……..10
第五節 體驗品質…………………………………………………….……….13
第六節 消費者忠誠度……………………….……………………...………..16
第三章 研究方法……………………………………………….…………………18
第一節 研究方法………………………………….………..………..……….18
第二節 研究假設………………………………….………….…...………….19
第三節 操作行定義與衡量……………………………………..……………20
第四節 問卷設計………………………………….………………………….24
第五節 受訪對象與抽樣………………………….………………………….24
第六節 統計資料分析方法……………………..……………………………25
第四章 實證分析……………….…………………………………………………27
第一節 問卷回收…………………………….…………………………………27
第二節 敘述性統計分析…………………………………………….…………27
第三節 信度分析……………………………….………………………………30
第四節 消費者背景對各構面差異分析……..………...………………………31
第五節 各構面間相關分析………………………….…………………………38
第六節 各構面間迴歸分析………………………….…………………………39
第五章 結論與建議……………….………………………………………………42
第一節 研究結果……………………………………………………………….42
第二節 研究限制與後續研究建議…………………….………………………44
第三節 研究建議……………………………………………………………….45
參考文獻…………………………………………………………………………….46
附錄一、問卷……………………………………………………………………….52

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