The Influential Critical Factors of Word-of-Mouth Dissemination Motivation─The Example of Cosmeceuticals Pharmacists in the Chain Drug Store Channel

• Main Authors: Hui-Ju Tsai, 蔡惠如
• Other Authors: Tuah-Ming Cham
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/47431338719089733397

碩士 === 高雄醫學大學 === 藥學研究所碩士在職專班 === 94 === Right now, more and more consumer hopes that cosmeceuticals can really help on various skin problems, for example whitening, spotless, oil-control, as well as the wrinkle problem. Normally traditional cosmetic products are used to dress up and uphold the appearance of the skin and, according to the law, cosmetic product cannot transform the skin''s structure or physiology function so it causes dissatisfaction in consumer''s demand, moreover to correctly use the medicine also need the doctor''s prescription and instruction which may still have potential side effects and risks, that are not suited for safe daily usage. The appearance of medical cosmetology, already fulfills the space between medicine and cosmetics, and because of this leads to gradually changing the health care habits of people as well as the new health care trends. Moreover, it has become another choice for present consumers because the release speed of these types of products is very fast, as well as the product lines are wide and complete. This research aims at studying the relationship between the chain drug store channel pharmacists and consumers as a research topic by discussing from the consumer point of view to come across the factors that are the key influence on WOM dissemination. In the other hand, the author also hopes that this research will provide benefits to the manager of the chain drug store channel. Lastly, this research also raises future research directions. The research results show the following: 1. The more expert the pharmacist is, the higher the customer’s WOM dissemination motivation and leads to a significant positive relationship between them. 2. The stronger the tie between pharmacist and customer is, the higher the customer’s WOM dissemination motivation and leads to a significant positive relationship between them. 3. The more the level of trust to the pharmacist is, the higher the customer’s WOM dissemination motivation and leads to a significant positive relationship between them. 4. The higher the level of customer satisfaction is, the higher the customer’s WOM dissemination motivation and leads to a significant positive relationship between them.