A Study of the Consumer Usage of the Medical Cosmetic Centers’ Websites and Its Effect on Consumption Intention

• Main Authors: Yu-An Chen, 陳昱安
• Other Authors: Shiou-Ru Chen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/95065595803625253625

碩士 === 義守大學 === 資訊管理學系碩士班 === 99 === The purposes of this study were to understand the consumer utilization of medical cosmetic centers’ websites and to explore the relationship between consumer usage of the medical cosmetic centers’ websites and consumption intention. Based on Andersen’s behavior model of health service utilization, this study investigated the users’ utilization of the websites. To understand users’ utilization of medical cosmetic centers’ websites, questionnaire was applied to measure users’ appraisal of the information quality of medical cosmetic centers’ websites and its effect on consumption intention. This study obtained 152 valid questionnaires and used multiple regression analysis to test hypotheses. Major results of this study were listed below: Most of the respondents were female (82.2%), aged between 21 and 30, educated higher than college level (88.2%), and most respondents were personal total monthly income to NT$20,000 or less. Besides, most respondents were monthly household income to NT$60,001- NT$90,000, and the respondents had medical insurance accounted for 94.7%. Finally, home close with medical institutions for 78.9%. About the usage of the medical cosmetic centers’ websites, the latest used time was within a month (63.2%). Most respondents used 16-20 times within one year (50%). The results indicated that respondents had positive evaluation toward the information quality of medical cosmetic centers’ websites and consumption intention. The impact of age and education in the predisposing components, the medical insurance and convenience in the enabling resource characteristics, the individual needs in the need component had significant affected on usage of the medical cosmetic centers’ websites. Users’ usage of the medical cosmetic centers’ websites was shown of significant affected on consumption intention. According to the findings above, this study suggested that medical cosmetic center should consider information quality and understand consumer characteristics in website building. This enhanced users’ website usage and facilitated consumption intention.