PDF《育达商业科技大学》

s Behavior on medical cosmetology market with the influences of Marketing Strategies by Television Shopping platform, mainly, the topics on this study regards to: 1. How the market tactics such as the service quality, product quality, or promotions with which the TV shopping platform can provide will influence the costumer purchase decision? 2. Whether it will have different consumption decisions between men and women who are subjected to the same service quality, products quality, or promotion strategies? Analyze that will adopts quantization way to carry on important factor analysis. Results also reveal that the subjective consciousness of Service quality, products quality and the product cost with promotion of the TV shopping platform can influence consumers'

purchase decision making, the important decision factor order on influence is higher than the quality of serving for products quality in order, and the product cost or promotion has the minimum effect. It will not cause the difference on the consumption decision or consumer behavior motivation between men and women. Results factor out that the service quality is the most important one. Probably due to the great concerns of surgical risks. It is mainly self-consciousness to experience medical cosmetics may lead to the effect of encroaching on to the health apparently. Therefore, conventional sales tactics such as price discount or a shopping rush or probation operating with by anchorman is no longer useful here. In extraction the important factors, women is more convincible. key words: Television shopping, consumer behavior, medical cosmetology, service quality, Marketing strategies IV 目录 志谢… 中文摘要 I II 英文摘要 III 目录 IV 表目录 VI 图目录 VII

一、绪论

1 1.1 研究背景与动机…1 1.2 研究目的…6 1.3 论文架构与研究流程…6 1.3.1论文架构

6 1.3.2研究围

6 1.3.3研究流程

7

二、文献回顾

8 2.1 台湾医疗美容社会发展史…8 2.2 台湾医疗美容产业市场特色…9 2.2.1专业供给市场

10 2.2.2法规管理

11 2.3 电视购物产业?史、现况与发展趋势…12 2.3.1台湾电视构物的源与发展

12 2.3.2「电视购物」产业发展趋势

14 2.4 消费者行为

16 2.4.1消费者行为意向的定义

16 2.4.2消费者行为模式

18 2.4.3消费者行为意向的衡量

20 2.5 产品品质的定义及衡量

23 2.5.1 产品品质的定义

23 2.5.2 产品品质的衡量

23 2.6 服务品质

24 2.6.1 服务的特性…24 2.6.2 服务品质的定义…24 2.6.3 服务品质的构面

25 2.6.4 服务品质的衡量

28 2.7 产品价格

32 2.7.1 产品价格的定义…32 2.7.2 产品价格的影响…32 2.8 促销推广

33 2.8.1 促销的定义

34 2.8.2 促销策略…34 2.8.3 促销工具探讨…35

三、研究方法与设计…37 V 3.1 研究架构…37 3.2 研究假说…37 3.3 构面操作型定义…38 3.4 问卷设计与测…40 3.4.1抽样方法与样本L集…41 3.4.2 问卷信效度检测…42 3.5 统计分析…42 3.5.1 叙述性统计…42 3.5.2 统计

图表…43 3.5.3因素分析…43

四、研究结果与分析

44 4.1 问卷信度分析与效度分析…44 4.2 样本结构分析…46 4.3 因素分析…48 4.4 消费者在购物前对购物考量各购面因素重要性之分析…49 4.5 统计样本-检定分析…50

五、结论与建议…56 5.1 结论…56 5.2 本研究之贡献…56 参考文献

58 附录一 中华民国美容外科医学会章程细则(部分节录)67 附录二 行政院卫生署医疗广告管理法及其施行细则.医疗法