美容美髮服務之資訊搜尋、衝動性購買、從眾行為與購後反應之研究

NHUIR > College of Management > Department of Business Administration, Master/Ph.D Program in Management Sciences > Disserations and Theses(Master and Doctoral Program in Management Sciences) > Item 987654321/24440

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Title:	美容美髮服務之資訊搜尋、衝動性購買、從眾行為與購後反應之研究
Other Titles:	The Study of the Relationships among Information Search, Impulsive Purchase Behavior, Conformity Behavior and Post-purchase Reactions of Beauty Saloon
Authors:	林心語 Lin, Hsin-Yu
Contributors:	企業管理學系管理科學碩博士班郭東昇 Tung-Sheng Kuo
Keywords:	資訊搜尋;衝動性購買;從眾行為;購後反應 Information Search;Consumption Situation;Conformity Behavior;Post-Purchase Cognitive Dissonance
Date:	2016
Issue Date:	2016-10-25 16:09:17 (UTC+8)
Abstract:	隨著民眾對服務品質要求的提升，美容美髮業也必須不斷提升其服務品質來因應。因此，美容美髮業者為了要鞏固客源，對顧客消費過程之行為，有必要深入探討，以瞭解顧客的實際需求與感受。本研究因此透過問卷調查法，來瞭解顧客消費過程中之資訊搜尋、衝動性購買、從眾行為與購後反應等方面之看法。　　研究以全台灣美容美髮服務顧客為研究對象，採便利抽樣方式進行問卷調查，共計發放616分問卷，有效回收585份，回收率94.9％。回收之資料以SPSS20.0為工具進行資料整理與分析。輸出結果以信度分析、效度分析、描述性統計、獨立樣本t檢定和單因子變異數分析等統計方法進行分析。　　研究結果顯示，在資訊搜尋方面，不同的性別、年齡、職業與消費金額，有顯著差異；在衝動性購買方面，不同的消費金額，有顯著差異；在從眾行為方面，不同的年齡、消費金額，有顯著差異；在購後反應方面，不同的職業有顯著差異。　　本研究依研究結論進行管理意涵之討論，並對相關業者提出建言。　　As people’s requirement on the quality of service rise, the beauty industry must improve its service to deal with the phenomena. Hence, in order to consolidate the customer source, it is necessary to explore in depth the process of customer consumption behavior to understand the actual need and feel of a customer. The purpose of this study is to comprehend the customer consumption process which includes information search, impulse purchases, conformity behavior and post-purchase dissonance by using questionnaire survey.　　This study uses the beauty salon clients in Taiwan as the study subject. It uses the convenience sampling method to conduct the questionnaire survey. 616 questionnaires were handed out with 585 valid reclaims. The valid reclamation rate is 94.9%. The data reclaimed was rearranged and analyzed by using SPSS 20 as the analytical tool. It was analyzed using the reliability analysis, validity analysis, descriptive statistics, independent-sample T test and One-way ANOVA analysis.　　The result shows that in terms of information search, there are significant differences between different genders, age, occupations and the amount of consumption. In terms of consumption situation, there is a significant difference between the different amounts of consumption. While in terms conformity behavior, there are significant differences between different age and amount of consumption. Furthermore, in terms of post-purchase cognitive dissonance, there is a significant difference between different occupations.　　This study discusses the implications of management based on the results, and suggestions are made to the relevant parties.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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