| Abstract: | 本研究針對台中市某醫學美容診所會員依不同性別、年齡、職業、月收入、年消費次數、年消費金額來瞭解消費者基本背景結構及消費情形，並探討品牌形象、服務品質、顧客滿意度對消費者購買意願是否有顯著影響關係。透過網路平台及紙本填寫問卷，詢問醫學美容診所會員關於品牌形象、服務品質、顧客滿意度及購買意願之題項，共回收問卷231份，排除無效問卷19份，有效問卷212份，佔回收率的91.17%。本研究資料分析採用敘述性分析、信度分析及迴歸分析來驗證研究假設。本研究成功驗證品牌形象、服務品質、顧客滿意度對消費者購買意願有顯著正向影響關係。結論歸納如下：
1.醫學美容消費者對於品牌形象與顧客滿意度有正向顯著影響。
2.醫學美容消費者對於服務品質與顧客滿意度有正向顯著影響。
3.醫學美容消費者對於品牌形象與購買意願有正向顯著影響。
4.醫學美容消費者對於服務品質與購買意願有正向顯著影響。
5.醫學美容消費者對於顧客滿意度與購買意願有正向顯著影響。
This study learns about consumers’ basic backgrounds and consumption situations using data on members at a medical aesthetic clinic in Taichung City according to gender, age, occupation, monthly income, annual consumption frequency and amount, and investigates whether brand image, service quality and customer satisfaction have a significant relationship with consumer purchase intention. Through online and paper questionnaires which included questions about brand image, service quality, customer satisfaction, and purchase attention targeting members of the medical aesthetic clinic, a total of 231 questionnaires were successfully collected, where 212 of them were valid after removing 19 invalid questionnaires, constituting 91.17% of the total number of questionnaires collected. In this study, hypotheses were verified using descriptive analysis, reliability analysis and regression analysis. This study successfully confirmed that brand image, service quality, and customer satisfaction have a significant positive effect on consumer purchase intention. The conclusions made in this study are listed as follows:
1.Among medical aesthetic consumers, brand image has a significant positive effect on customer satisfaction.
2.Among medical aesthetic consumers, service quality has a significant positive effect on customer satisfaction.
3.Among medical aesthetic consumers, brand image has a significant positive effect on purchase intention.
4.Among medical aesthetic consumers, service quality has a significant positive effect on purchase intention.
5.Among medical aesthetic consumers, customer satisfaction has a significant positive effect on purchase intention. |
