Factors that influence consumers’ purchase intention of Aesthetic Medicine

• Main Authors: HO, MEI-YI, 何美宜
• Other Authors: Lin, I-Chun
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/fe3b8b

碩士 === 國立雲林科技大學 === 工業工程與管理系 === 107 === The market of medical cosmetology is highly competitition to all aesthetic medicine practitioners, how to survive in this atmosphere thus is a critical issue. The decline of the uncertainty of consumer should be embedded in the improvement of brand image and perception values of consumer, then the increases of purchasing behaviors happen. Importantly, the high the consumer trust and commitment would be, the high the willingness of the communication of electronic word-of-month could be. To explore and understand the relationships between brand image, perception values, the internet word-of-month, relationship quality, and the intentions of consumer behaviors therefore are improtance and critical for the industry of Aesthetic Medicine. All research samples were collected from three aesthetic medicine clinics in Taichung City. The valid respondents were 365. The descriptive statistical analysis, independent sample t test, One-Way ANOVA, and SEM were adopted as data analysis and hypotheses testing in this research. The key findings shown that the perception values, internet word-of-month, and behavior intention are significantly positive affected by brand image. Relationship quality and the internet word-of-month are significantly positive affected by perception values. The behavior intention is significantly positive affected by internet word-of-month. In the SEM model, the R2 of perception values was 0.267, the R2 of relationship quality was 0.409, the R2 of the internet word-of-month was 0.30, the total explanatory power of the research model was 51.3%. Finally, we provide the recommendations for aesthetic medicine practitioners such as brand image ehancement in order to improve consumers' perception values, as well as the positive judgements of the internet communications. Eventually cultivate loyal consumers to build up a sustainable development of business.