The Influence of the Marketing Campaigns on Consumers’ Purchase Intentions in the Medical Cosmetics Industry:An Example of Taichung City

• Main Authors: Mei-Chung Hou, 侯美絹
• Other Authors: Lee-Yun Pan
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/37028582821092099113

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 100 === The study investigates the different marketing campaigns including blog marketing, special marketing program, experience marketing, and consumer relationship marketing (CRM) on the consumers’ purchasing behaviors and how the variable factors affect their willingness to buy medical cosmetics treatment services, also, considering the clinic environment、therapy effect and the professional image of doctor to find out the interference of the willing to buy. The research samples mainly focus on the consumers between 25 and 65 years old, and limits to the practices of non-surgical medical cosmetics treatment. Using the information collected on the questionnaires, the consumer background analysis and the evaluation of the consumers response on the different variables were conducted. A descriptive statistics, variability analysis, Linear Structural Relation analysis, Structural Equation Model and other related analysis were applied to study the assumptions. The result shows that the key factor of the influence for consumer buying the medic cosmetics treatment is the relationship marketing. The clinic environment、therapy effect and the professional image of doctor also affect the related between marketing model and the purchase willing.