| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系 === 107 === In recent years, medical cosmetology industry has flourished. The need of consumers to satisfy personal expectations and vanity has become a trend. Most research on medical cosmetology industry in Taiwan is based on marketing; however, very few studies pay attention to the consumer psychology of this industry. It is the purpose of this study to analyze the factors affecting consumers' choice of medical organizations and their products based on the consumer’s background and their psychological characteristics, i.e., body image and vanity. In this study, the internet users of the PTT “Medical Cosmetology” section were recruited as the research samples, and were administered questionnaires. A total of 307 internet users gave valid responses. The results of the study showed that background characteristics of consumers, body image, and vanity characteristics have a significant impact on the consumer behavior. Three clusters of consumers’ consumption patterns were identified. And future business/marketing strategies were discussed.
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