Analysis of Factors Affecting Consumers' Willingness to Buy - Taking the Medical Beauty Industry as an Example

• Main Authors: LIN,I-CHU, 林意珠
• Other Authors: YUNG-HO CHIU
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/nts4hp

碩士 === 東吳大學 === EMBA高階經營碩士在職專班 === 107 === This study takes the medical beauty industry as an example to explore the decision-making factors that influence consumers' willingness to purchase medical beauty treatments, and to provide reference for the marketing strategy of beauty medicine practitioners. The study used questionnaires to survey people who were over 20 years old. Using the electronic Google Form questionnaire, a total of 318 questionnaires were distributed, 318 were collected, 1 invalid questionnaire was excluded, and 317 valid questionnaires. The recovery rate is 99.6%. The statistical hypothesis was verified by statistical methods such as ANOVA analysis of variance, principal component analysis and logistic regression analysis. The conclusion of the study is that the demand for cosmetic medicine industry is still not saturated, and the market still needs strategic development, specialization and medical certification. It is valued by consumers. The famous doctors will make consumers interested in the beauty, experience or purchase. Professional certification represents peace of mind and protection in the minds of consumers. It is recommended that government agencies should strengthen public awareness of the importance of “cosmetic medicine certification”, formulate standards for aesthetic medical institutions for reference by the public, and guide the owners to conduct certification and strengthen relevant The re-education of medical behavior and technology promotes the medical standards of medical personnel, thereby protecting consumers' rights and safety, ensuring the safety of the people, returning to the health of the United States, the safety of the United States, and the safe and secure medical environment.