社區藥局藥師容顏吸引力與醫美專業本質對消費者購買意願之影響-以醫美產品為例
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2018
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Abstract
近年來社區藥局面臨各方面經濟環境因素的改變，資訊網路媒體的迅速發展之下充滿挑戰，勢必思考轉型或提供更多元化的經營方向。因此，醫美保養產品的市場行銷，也成為經營者業績成長來源的重要一環。本論文以此為研究背景，認為醫美產品銷售上，若能了解消費者需求，發展藥師服務策略，將有機會成功開拓社區藥局經營的新市場。故觀察消費者認知社區藥局藥師的容顏吸引力、專業本質，探討外在條件如何影響消費者，對社區藥局藥師的信任度及消費者購買意願。
從容顏吸引力、專業本質、消費者信任及預期購買等變數，進行問卷調查，本研究回收828份有效問卷，並將問卷結果進行樣本結構分析、敘述統計分析、信效度分析、變異數分析、相關分析以及多元線性迴歸分析。
模型結果如下:
(一)消費者認知藥師的容顏吸引力越高，對藥師的信任度也相對提高。
(二)消費者認知藥師的容顏吸引力越高，則消費者購買意願也就越高。
(三)消費者認知藥師的專業本質愈高，則消費者對藥師的信任度也會提高。
(四)消費者認知藥師的專業本質愈高，則消費者購買意願也會提高。
(五)消費者認知藥師的容顏吸引力與消費者認知藥師的專業本質之交互作用，對藥師信任度無顯著影響。
(六)消費者認知藥師的容顏吸引力與消費者認知藥師的專業本質之交互作用，對消費者購買意願有顯著影響。
(七)消費者對藥師信任度提高，會顯著提高消費者購買意願。
研究建議在藥師人力資源管理上，分派容顏吸引力與服務形象好，搭配高度專業本質的藥師來服務，是增加醫美產品銷售的最妥善的搭配。而藥師容顏度中低者，可以由提高專業本質來影響消費者對藥師的信任度。再者，提升消費者認知藥師容顏吸引力及消費者對藥師信任度，可增加消費者購買意願。為了平衡管理配置，對於藥師容顏度中低者，可提升消費者對藥師信任度作為管理方向，來增加消費者對醫美產品的購買意願。
In recent years, community pharmacies have faced many changes in economic and environmental factors in various aspects. The rapid development of information network media is full of challenges, and it is bound to think about transformation or provide a more diversified business direction. Therefore, the marketing of cosmeceutical products has become an important part of the growth of operators' performance. The research takes this as the research background. If we can understand the consumer demand and develop the pharmacist service strategy, we will have the opportunity to successfully develop new markets operated by the community pharmacy. This research observes the attractiveness and professional nature of the pharmacists in the consumer cognitive community pharmacy, and explores how external conditions affect consumers, the trust of community pharmacy pharmacists and the willingness of consumers to purchase. Questionnaires were investigated from the variables of appeal, professionalism, consumer trust and expected purchase. This study retrieved 828 valid questionnaires. The results of the questionnaire were analyzed by sample structure analysis, narrative statistical analysis, reliability and validity analysis, variance analysis, correlation analysis and multiple linear regression analysis. The model results are as follows: (1) The higher the appeal of the consumer cognitive pharmacist, the higher the trust of the pharmacist. (2) The higher the appeal of the consumer cognitive pharmacist, the higher the consumer's willingness to purchase. (3) The higher professionalism of the consumer cognitive pharmacist, the higher the consumer's trust in the pharmacist. (4) The higher professionalism of consumer cognitive pharmacists, the higher the willingness of consumers to purchase. (5) The interaction between the consumer's cognitive pharmacist's attractiveness and professionalism of the consumer's cognitive pharmacist has no significant effect on the pharmacist's trust. (6) The interaction between the consumer's cognitive pharmacist's attractiveness and professionalism of the consumer's cognitive pharmacist has a significant impact on consumers' willingness to purchase. (7) Consumers' increased trust in pharmacists will significantly increase consumers' willingness to purchase. The research suggests that in the human resources management of pharmacists, the distribution of attractiveness and good service image, with a highly professional essential pharmacist to serve, is the most appropriate match to increase the sales of cosmeceutical products. The pharmacist's medium and low temperament can influence the consumer's trust in the pharmacist by improving the professionalism. Furthermore, improve the attractiveness of pharmacists and consumers' trust in pharmacists can increase consumers' willingness to purchase. In order to balance the management configuration, for the lowest attractiveness of the pharmacist , It can enhance consumers' trust in pharmacists as a management direction to increase consumers' willingness to purchase cosmeceutical products.
In recent years, community pharmacies have faced many changes in economic and environmental factors in various aspects. The rapid development of information network media is full of challenges, and it is bound to think about transformation or provide a more diversified business direction. Therefore, the marketing of cosmeceutical products has become an important part of the growth of operators' performance. The research takes this as the research background. If we can understand the consumer demand and develop the pharmacist service strategy, we will have the opportunity to successfully develop new markets operated by the community pharmacy. This research observes the attractiveness and professional nature of the pharmacists in the consumer cognitive community pharmacy, and explores how external conditions affect consumers, the trust of community pharmacy pharmacists and the willingness of consumers to purchase. Questionnaires were investigated from the variables of appeal, professionalism, consumer trust and expected purchase. This study retrieved 828 valid questionnaires. The results of the questionnaire were analyzed by sample structure analysis, narrative statistical analysis, reliability and validity analysis, variance analysis, correlation analysis and multiple linear regression analysis. The model results are as follows: (1) The higher the appeal of the consumer cognitive pharmacist, the higher the trust of the pharmacist. (2) The higher the appeal of the consumer cognitive pharmacist, the higher the consumer's willingness to purchase. (3) The higher professionalism of the consumer cognitive pharmacist, the higher the consumer's trust in the pharmacist. (4) The higher professionalism of consumer cognitive pharmacists, the higher the willingness of consumers to purchase. (5) The interaction between the consumer's cognitive pharmacist's attractiveness and professionalism of the consumer's cognitive pharmacist has no significant effect on the pharmacist's trust. (6) The interaction between the consumer's cognitive pharmacist's attractiveness and professionalism of the consumer's cognitive pharmacist has a significant impact on consumers' willingness to purchase. (7) Consumers' increased trust in pharmacists will significantly increase consumers' willingness to purchase. The research suggests that in the human resources management of pharmacists, the distribution of attractiveness and good service image, with a highly professional essential pharmacist to serve, is the most appropriate match to increase the sales of cosmeceutical products. The pharmacist's medium and low temperament can influence the consumer's trust in the pharmacist by improving the professionalism. Furthermore, improve the attractiveness of pharmacists and consumers' trust in pharmacists can increase consumers' willingness to purchase. In order to balance the management configuration, for the lowest attractiveness of the pharmacist , It can enhance consumers' trust in pharmacists as a management direction to increase consumers' willingness to purchase cosmeceutical products.
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醫美產品, 社區藥局, 藥師, 容顏吸引力, 專業本質, Cosmeceutical product, pharmacist, community pharmacy, attractiveness, professionalism