女性消費者對daySpa商店印象與再購意願之研究

• Main Author: 賴威嬑
• Other Authors: 朱文增
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/65320431707744599514

碩士 === 國立政治大學 === 經濟研究所 === 94 === Life is not merely being alive, but being well. Spa is the industry that relaxes your body and mind and makes the happy feeling at the same time. Through affiliations of the special scenery, the exquisite music, the fragrant essential oil, and the specialist's massage technique, Spa enables people to precipitate the mind, and to reach the equilibrium of the body, the heart, and the spirit. Day Spa is the main Spa in Taiwan, which located in metropolis, provides people a non- pressure space. It won’t take you much time（no more than one day） to enjoy all kinds of service in day Spa. This research was to find out the relationship between female consumers’ store image and repurchase intention about day Spa. According to the study outcomes, some concrete suggestions were made as references for day Spa business to improve female consumers’ repurchase intention. The major results in this research are summarized as follows： 1. The store image of day Spa in Taiwan included three important dimensions：goods, service, and space. 2. The variables of customers’ population statistics showed significant difference in the customers’ store image, consumer behavior, and repurchase willing. 3. The variables of female consumers’ store image showed significant correlation in the repurchase willing. 4. The variable of consumer behavior showed significant cluster in store image. 5. The variable of consumer behavior showed significant correlation in the repurchase willing. Key words：day Spa, store image, repurchase intention.