探討醫學美容醫生外表吸引力對消費意願之影響-以台灣醫美產業為例

Abstract

「顏值經濟 」風潮已席捲全球，使得醫學美容市場快速增長。市場分析師更是大膽預測，全球醫療美容市場將迅速攀升，未來年複合增長率 將增長7％ 。然而，美國經濟學家Daniel S. Hamermesh與Jeff E. Biddle具體計算「美貌紅利」(Beauty dividend)，得知擁有一張漂亮臉蛋的人在找到工作上較為容易，薪資高出長相平庸的人10-15%。這一潮流驅使著全球醫美產業持續往前大步邁進，已是一條充滿無限商機的前瞻產業 。縱然顏值吸引力與工作能力、專業度或許無任何關聯性，但只要會影響醫美產品消費意願，就是管理者做決策時的重要考量依據。 本研究以消費者在選擇醫學美容醫生時，是否會因為醫生本身外表的吸引力，而忽略掉醫生專業或其它參考基準(醫師社群聲量)為研究背景。並以醫美醫生外表吸引力為主軸，探討醫美醫生外表吸引力是否能增加消費者消費行為。 最後，根據實證分析，提出下對於醫美產業之建議 1.需加強消費者對醫美醫師的美醫師的外表吸引力與社群媒介聲量，可從醫美醫師的外表吸引力及醫美醫師專業度提升。 2.為提升醫美產品的購買意願，應加強優化醫美醫師的外表吸引力及對醫美醫師的消費者信任度。The trend of “Yanyuan Economy” has swept the world, making the medical beauty market grow rapidly. Market analysts are even going so far to predict that the global medical beauty market’s rapid rise will cause the compound annual growth rate to increase by 7% in the future. However, American economists Daniel S. Hamermesh and Jeff E. Biddle specifically calculated the what they call the “Beauty dividend” and learned that those people with a pretty face are not only more likely to find a job, but also toearrn a salary 15% higher than that of an average person. This trend has driven the global medical and beauty industry to continue to make strides forward, growing it into a forward-looking industry full of unlimited business opportunities. Although attractiveness may not be related to an individual’s work ability and professionalism, it will continue to affect the willingness to consume medical products, Which is an important consideration for managers in making decisions.Initially, through the consolidation of secondary data, we sorted out the theoretical concept of investment-driven trade effects through the US-China-Taiwan trade. Then we discussed the imagery of the US-China-Taiwan supply chain for Taiwanese companies and explain its implications.

In this study, the decision of consumers choosing a medical cosmetic doctor will ignore the doctor's professional or other reference standards (physician community volume) as the primary basis of research in favor of the attractiveness of the doctor's own appearance. Taking the appearance of medical doctors as the main axis, it is necessary to explore whether the attractiveness of medical doctors can increase consumer behavior.

Finally, based on empirical analysis, propose the recommendations for the medical and aesthetic industry

1. It is necessary to strengthen the customer's appeal to the beauty doctors and the volume of social media. It can be enhanced from the attractivenessas well as the professional nature of the medical doctors.

2. In order to enhance the willingness to purchase medical products, it is necessary to strengthen the aesthetic appeal as well as the trust of medical doctors.