| Summary: | 碩士 === 萬能科技大學 === 經營管理研究所 === 101 === Due to promotion of wealthy and new technology , people willing to spend money for themselves looks healthy , beautiful and more attractive so they start to pursuit luxurious living and garish expense . However medical cosmetology trade happen under behavioral model of consumers and developing more and more. This study mainly discusses whether buying decision is influenced by word-of-mouth marketing when they choose to repurchase the produce of medical cosmetology. The research subjects of this study are experienced consumers in medical cosmetology. This study attempts to identify the influential factors for the customer of medical cosmetology through literature review, including internal factors (e.g., WOM marketing, and perceived risk) and external factors (e.g., repurchase intentions), and then build an integrative research framework. Based on the framework, this study will discuss the determinants of the behavioral intentions of consumers and learn the causality from behavioral intentions to actual behavior under this framework. We want to conclude the important factors of influencing people to repurchase medical cosmetology from this researching .
In this study, the sample data will be collected through a questionnaire survey form the medical cosmetic clinics in Taoyuan City. This research is expected to distribute 420 questionnaires and the data analysis will be performed with the software of SPSS17.0. The statistical methods for data analysis will include descriptive statistics analysis, factor analysis, reliability analysis, validity analysis, demographic statistics, regression analysis and SEM.
After empirical investigation, we found out : 1. there is positive relation between word-of-mouth marketing and repurchasing willing. 2. there is positive relation between advertising endorser and repurchasing willing. Also advertising endorser could positive affect customers’ purchasing behavior by mediation effect of performance risk. 3. there is positive influence from performance risk to repurchasing willing. 4. Customers of dissimilar demographic characteristics of people have significant deviation to repurchasing medical cosmetology.
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