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題名：醫學美容消費者體驗層級效果模式
作者：蘇子炘 引用關係
作者(外文)：Tzu-Hsin Su
校院名稱：國立中正大學
系所名稱：企業管理所
指導教授：何雍慶
學位類別：博士
出版日期：2006
主題關鍵詞：消費者體驗；醫學美容；紮根理論；結構方程模式；consumer experiences；medical cosmetology；grounded theory；structure equation model
原始連結：連回原系統網址new window
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近幾年各級醫療院所在健保政策實施後，受總額預算制度影響，財務結構產生極大的轉變。醫療機構必須提供質、量兼具的醫療服務。而醫學美容這幾年成長十分迅速，由於醫學美容多是由消費者主動決定的醫療行為，因此對於醫療過程中的感受也會特別重視。本研究目的包括：1.以消費者的觀點探討醫學美容所呈現之體驗內涵。2.探討消費者體驗、體驗價值與體驗行為之間的關係。3.建立醫學美容消費者體驗層級效果模式。4.運用消費者體驗進行醫學美容市場區隔分析。5.探討不同體驗區隔之體驗層級效果。研究採兩階段的方法，第一階段質性研究部分，針對10位具有醫學美容經驗之消費者進行深度訪談，並以紮根理論來分析消費者體驗的內涵與歷程；第二階段量性研究部分，以具醫學美容經驗之消費者為立意抽樣之對象，共調查1040份有效樣本，分析消費者體驗的層級效果。
紮根理論分析結果顯示，經過開放編碼後得到256個重要事例，再以主軸編碼依事例的相依性，將其歸類為62個次類別與19個類別，最後運用選擇編碼的原則建立4個核心概念，並將消費者接受醫學美容的體驗過程分為資訊需求期、美容體驗期、價值認知期與行為表現期四個階段。
消費者體驗層級效果模式驗證結果發現，感官體驗、情感體驗、行動體驗對情感性價值有正向影響；思考體驗對尼Q性價值有正向影響，行動體驗、關聯體驗對象徵性價值有正向影響；尼Q性價值、情感性價值、象徵性價值對體驗行為有正向影響。此外，本研究以消費者體驗作為主要的區隔變數，將醫學美容市場區隔為五個主要的集群，分別為：保守傳統型、全面體驗型、感性取向型、理性謹慎型、熱衷取向型。經比較不同族群對體驗訊息的重視程度，發現中央路徑訊息對思考體驗影響較大，周邊路徑訊息對感官體驗、情感體驗、行動體驗、關聯體驗影響較大。
本研究之貢獻在學術方面，釐清消費者體驗的內涵與歷程，本研究的消費者體驗層級模式可以更完整地反應出體驗訊息、消費者體驗、體驗價值與體驗行為之間的反應效果。此外，本研究所發展出消費者體驗的測量工具，更提供後續相關研究一個具有良好信、效度的衡量工具。而實務方面的貢獻，可協助醫療院所在經營醫學美容服務時，更全面地瞭解消費者的感受，以採用適合的行銷方式來增強體驗的程度。
dical institutes were influenced by the constraint of government budget that resulted in a great change of financial structure on the medical care industry. Also, medical cosmetology had grown up very fast during these years. As a result, the medical institutes must offer better quality medical services at the moment to meet the keen competition. Because medical cosmetology is mostly consumer's initiative, the importance of medical processes must be particularly emphasized. The purposes of this research include:（1）to discuss experience contexts of medical cosmetology by consumers' view;（2）to discuss the relationships among consumer experiences, experiential value, experiential behavior;（3）to build hierarchy effects of medical cosmetology consumer experiences;（4）to use consumer experiences to segment medical cosmetology market;（5）to discuss the hierarchy effects of medical cosmetology consumer experiences between different medical cosmetology market. First, we interviewed 10 consumers with medical cosmetology experience in the first stage for qualitative study. We used grounded theory to analyze the contexts and process of consumer experiences. And then, we used purposed sampling to interview 1040 samples with medical cosmetology experience in the second stage for quantitative study and analyzing the hierarchy effects of consumer experiences.
The results of grounded theory analysis showed that: there were 256 important examples after open coding; According to the relationships of each example, getting 62 sub-classifications and 19 classifications after axial coding; finally, choosing 4 core concepts after selective coding. The processes of consumer experiences for medical cosmetology were divided 4 stages: information demand stage, cosmetology experience stage, value cognition stage, behavior performance stage.
The hierarchy effects of Consumer experiences showed that: "sense experience", "feel experience" and " act experience" had positive effects on affective value; "think experience" had positive effects on utilitarian value; " act experience" and " relate experience" had positive effects on symbolic value; utilitarian value, affective value and symbolic value all had positive effects on experiential behavior. Besides, we adopted consumer experiences to be segmentation variables. Market was divided into 5 clusters which are named be “traditional conservation”, “full experiences", “emotional tendency”, “rational prudent” and “fanatical tendency” respectively. Different cluster focused on different information. Central route information had more positive relationships with “think experience” and peripheral rout information had more positive relationships with “sense experience”, “feel experience” and “relate experience”.
In academy, this research cleared the contexts and processes of consumer experiences for medical cosmetology, and the hierarchy model of consumer experience could explain the relationships among experience information, consumer experiences, experiential value and experiential behavior more completely. In addition, we developed a measurement scale for consumer experiences having well confidence and validity for future relative researches. In practice, this study can help medical institutions with medical cosmetology services understanding consumer’s whole feels and use appropriate marketing tools to enhance consumer experiences.
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