Consumers to choose medical cosmetic clinics factors

• Main Authors: Wei-Han Chen, 陳韋翰
• Other Authors: Chia-Hung Hsieh
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/10079470572982805598

碩士 === 銘傳大學 === 企業管理學系碩士班 === 101 === According to the Radio Taiwan International News. The population of shaping in Taiwan is second in Asian countries. (about 8 per 1,000 people shaping) more than Japan (about 7.5 per 1,000).In this highly competitive industry, consumers’ re-purchasing factor with a medical cosmetic clinics has become the most important question medical cosmetic clinics are trying to figure out, and this is the main purpose of this study explored. In this study, based on the Theory of Planned Behavior, and joined the dimensions of Communication, Perceived risk, Trust .This study try to explore the relationship between the various dimension. In this study, a convenience sample of valid questionnaires were collected 292 points. It was found that the situation of communication with consumers will affect the trust of the consumers to the clinic. Perceived risk,the trust of the consumers in the clinic, the consumer’s attitude of purchasing medical treatments, subjective norm will affect the consumer’s re-purchase intention. The results showed that perceived behavioral control does not affect the re-purchase intention . Therefore, in order to enhance consumers’ re-purchase intention. The clinics must strengthen the communication with consumers foe increasing consumer’s trust before purchasing the treatment .And the clinic canalso mention some helpful informations to cause the reduction of consumers’ perceived risk. After that, maybe we can increase consumer’s re-purchase intention. And, this research further discuss the difference of consumers’ behavior between micro-cosmetic surgery and cosmetic surgery under this research construction. According to the findings, communication and subject norm are more important for cosmetic surgery consumers than micro-cosmetic surgery ones.