| Summary: | 碩士 === 長榮大學 === 高階管理碩士在職專班(EMBA) === 101 === Medical cosmetology is the trendiest business around the world. The market of medical cosmetology has become an important income for the self-paid medical industry in many countries. In Taiwan, the medical environment mostly depends on national health insurance. As the strict limitations of the national health insurance and the market demand increases, medical cosmetology has become a rising business choice for many hospitals. Since there is no law regulating the quality of medical cosmetology given to patients, and the selections of medical aesthetics are too broad, this booming service has caused many medical disputes. The purpose of this research is to study the relationship between the professionalism of physician of medical cosmetology and customers’ purchase intents, perceived values, and consuming behaviors.
The data is collected by paper questionnaire in northern, central, Southern part of Taiwan. The target study population is customers of medical cosmetology, excluding students. Three hundred questionnaires were issued, and then a total of 288 questionnaires were collected. Among the 288 questionnaires, 280 were effective. The empirical data was analyzed by description analysis, reliability analysis, and population statistics variable analysis-independent t verification, and variable analysis-single factor variation number analysis, and mediating effects tests, class-class regression analysis regression analysis-moderating effectiveness test. This empirical study shows a significant relationship between the professionalism of Medical Cosmetology physician and customer’s purchase intentions and behaviors. The perceived value of the customers has no significant intent to the study result, thus, it is a moderating variable.
The research findings were then summarized as follows:
1. The professionalism of medical cosmetology physician has a positive direct effect on consuming behavior.
2. The professionalism of medical cosmetology physician has a positive direct effect on customer’s purchase intent.
3. Customer’s purchase intent has a positive direct effect on consuming behavior.
4. Customer’s purchase intent has a full mediation effect in the professionalism of medical cosmetology physician and consuming behavior.
5. Perceived value has no moderating in customer’s purchase intent for the relationship between medical cosmetology and its consuming behavior.
6. The residential area variable has no significant differences within consuming behavior.
7. The age variable has no significant differences within consuming behavior.
8. The consumers’ income per year variable has no significant differences within consuming behavior.
9. The gender variable has no significant differences within consuming behavior.
The research suggests the following:
1. The professionalism of medical cosmetology has influence on customers’ purchasing intentions; therefore, customers’ hopes to see a law established for the practice in medical cosmetology.
2. When consumers have begun to focus on physician professionalization and medical quality, Taiwan Joint Commission Hospital Accreditation starts to institution the certification, suggests post the logo on obvious site same to health insurance logo, customers will convenient to choose medical cosmetology center.
3. Recommendations for future research directions of physician’s medical cosmetology experience, laser device, injection material, price, service, the research analysis can use in-depth interview.
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