Internet Word of Mouth Affects The Purchase Intention of Consumer In The Aesthetic Clinic

• Main Authors: Hsiao, Yi-Fang, 蕭益芳
• Other Authors: Hsu, Tsuen-Ho
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/ep7vr8

碩士 === 國立高雄科技大學 === 行銷與流通管理系 === 107 === This study mainly explores whether the quality of Internet word-of-mouth has impact on consumer brand trust in the brand of medical beauty clinics or not, and whether the trust of medical beauty brands has impacted on the purchase intent, also whether the relationship between Internet word-of-mouth quality and brand trust interfered by the perceived risk of Internet word-of-mouth quality or not. In this study, we used the online questionnaire method to collect 216 copies of consumers had had the online search for medical beauty clinics information and experience. A total of 201 valid questionnaires were collected, and the effective recovery rate was 93.05%. We divided the sample into the beauty group and the frozen age group for analysis and comparison. Through research and analysis, found that (1) the quality of Internet word-of-mouth has a significant impact on consumer’s brand trust, (2) brand trust has a significant impact on consumers' purchase intent, (3) the relationship between Internet word-of-mouth quality and brand trust is also significantly interfered by consumers' perceived risk. In the other words, the quality of Internet word-of-mouth will positively impact consumer brand trust of medical beauty clinics; and consumer brand trust of medical beauty clinics will positively impact consumer’s purchase intent; and the consumer’s perceived risk will interfered the relationship between the quality of Internet word-of mouth and consumer’s brand trust of medical beauty clinics, make the consumers decrease the brand trust. (4)After comparing the interference effects between the beauty group and the frozen age group, the perceived risk of word-of-mouth information had significant interference effect on the beauty group, but had no significant interference effect on the frozen age group. This study can be used as a reference for medical and beauty clinics in Taiwan, so that the clinics can better understand the consumer's ideas and try to meet their needs. It makes the public enhance the brand trust of the medical beauty clinic, and is more willing to purchase the products and services of the medical beauty clinic. It lets medical beauty clinics make more profit.