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題名：以皮膚生理狀態為干擾變數探討醫學美容消費者行為意圖-整合TAM與TRA理論
作者：王正坤
作者(外文)：Cheng-Kun Wang
校院名稱：長榮大學
系所名稱：經營管理研究所
指導教授：曾信超
學位類別：博士
出版日期：2016
主題關鍵詞：醫學美容；理性行為理論；科技接受模式；皮膚生理狀態；行為意圖；Aesthetic Medicine；TRA；TAM；Skin Physical Condition；Intention
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醫學美容產業是一個熱門的新興產業，推動醫學美容醫療觀光，對於國家健康產業發展有正面效益。對於消費大眾而言，找到安全合格的醫師與醫療院所接受治療，是很重要的事情。而醫學美容業者也積極進行醫學美容的推動，強調以非侵入性醫療技術來改善或改變身體外貌、型態，以達到美容目的。於是我們必須找出，有那些因素影響醫學美容消費者的行為意圖與行為，讓消費者認為醫學美容確實可以安全地達成美容的目標？讓醫學美容業者可以有充分產業發展，並且增加台灣醫學美容治療的國際競爭力。我們想要瞭解醫學美容的目標客群(Target Audience, TA)是誰？有哪些因素已經被廣泛討論過，還有哪些因素還沒有被研究？
我們提出一個有趣的研究主題，「在台灣，是不是皮膚越白的人越愛美？」到底是皮膚白的人喜歡接受醫學美容治療，還是皮膚黑的人喜歡美容？是否可以利用結論來提高醫療品質，改善服務流程與行銷的方式？本次藉由調查台灣消費者的醫學美容問卷資料，並運用研究的數據資料與結論，來幫忙制定醫學美容服務流程與行銷策略。本研究以台灣市場為分析場域探討，採用理性行為理論(TRA)與科技接受模式(TAM)的構面來探討「醫病信任、知覺易用、知覺有用、醫美態度、醫美主觀規範、醫美行為意圖、醫美行為、消費者本人的皮膚生理狀態」等變數構念(Construct)之間的關係，另也採用「消費者本人的皮膚生理狀態」、「性別」、「年齡」、「收入」、「職業」等當作變數，來探討醫美行為意圖的差異性。整個研究發現了醫學美容消費者行為符合理性行為理論(TRA)與科技接受模式(TAM)的整體架構，驗證了很多正向顯著的影響。最後在後續研究建議，也提出未來研究的建議，例如：價格、工作環境、顧客滿意度、倫理、公平正義、醫療糾紛與觀光醫療等。
本研究有趣的結論是，皮膚白的人對於醫美態度正向影響行為意圖有顯著的干擾作用，證實了「在台灣，皮膚越白的人越愛美」，皮膚白的人確實比皮膚黑的人更喜歡追求醫學美容，更喜歡追求自身的美麗。管理意涵表示，行銷活動應該聚焦在皮膚較白皙美麗的患者身上，而且必須提高服務品質與口碑行銷，使消費者產生正面的「醫美態度」，才有利於產生醫美行為意圖。
Aesthetic medicine is a growing industry in the world. Promoting the cosmetic medical tourism has positive benefits for the industry. It is a very important thing to find qualified physicians and safe medical institutions for treatment. The operators of medical aesthetics industry actively promote aesthetic medicine and emphasize non-invasive medical technologies to improve the physical appearance for cosmetic purposes. We have to find out some factors that affect intention and behavior. How do the consumers think about the aesthetic medicine can indeed reach the goal of beauty with safety? The government msut help doctors develop aesthetic medicine industry and find a way of achieving a sustainable competitive advantage. We want to find out the target audience of aesthetic medicine. What factors of aesthetic medicine have been widely discussed? What factors have not been studied?
We propose an interesting research topic as following. Do the white skin people pay more efforts to chase medical cosmetic treatments than black skin people? Can we adopt the conclusions of this research to improve the quality of aesthetic medicine and marketing? We want to study consumers and use the data to help develop service processes and marketing strategies. In this study, we integrate technology acceptance model (TAM) and theory of reasoned action (TRA) to discuss the relationships between “trust, perceived ease of use, perceived usefulness, attitude, subjective norm, behavioral intention, behavior and consumers’ skin physical condition”. We also adopt " consumers’ skin physical condition, sex, age, income and occupation” as variables to discuss the differences in every construct.
Finally, the research results confirm that a lot of positive significant effects in this research hypothesis. The conclusion is that white skin people prefer to pursue more medical cosmetic treatment and chase more beauty than black skin people.
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