A Study on the Influence of Motivation,Product Knowledge, Values and Environmental Variables to the Purchase Intention of Micro-Plastic Surgery -- with the Dermatology Clinics in Kaohsiung City as an Example

• Main Authors: Po-Ju Chen, 陳柏如
• Other Authors: 陳國雄
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/32318203767425203198

碩士 === 正修科技大學 === 經營管理研究所 === 99 === Micro-plastic cosmetic surgery” is the latest development in the industry, doesn’t make use of knives, has a short surgical procedure, shorter period of recovery and is less painful and cheaper than the usual plastic surgery. A huge market for micro-plastic cosmetic surgery can be discovered across the world particularly in the Western countries and is continuously growing. Taiwan, of course, is not an exception. Hence, the motive of this study is to explore and understand the influence of consumer behavior with regards to purchasing or not purchasing the service for micro-plastic cosmetic surgery to purchase intention. Furthermore, this study aims to explore how the internal factors such as the motive, values and product knowledge of consumers, as well as the external factor such as the environmental variables can influence the purchase intention of micro-plastic cosmetic surgery. This study used convenience sampling method in the distribution of its survey questionnaires. The survey was conducted to the patients in 8 dermatological clinics in Kaohsiung city (including cosmetic centers). Distribution of the survey questionnaires was done for 2 months starting from the 8th of January to the 10th of March 2011. A total of 380 survey questionnaires were disseminated with 92.6% recovery rate which was brought down to 88.9% after discarding 14 invalid questionnaires, with a total of 338 valid survey questionnaires at hand. The result of this study discovered that the motive consisting of the task value,product knowledge and values and the environmental variable consisting of peer influence has significant influence on the purchase intention of micro-plastic cosmetic surgery. This study also discovered that the purchase and non-purchase of the product for micro-plastic cosmetic surgery, different genders,age,occupations, and income has a partial significant difference in the purchase intention of micro-plastic cosmetic surgery.