美髮專業能力、市場定位與社群媒體口碑傳播之研究

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Title:	美髮專業能力、市場定位與社群媒體口碑傳播之研究
Other Titles:	A Study of the Hairdressing Professional Skills, Market Positioning of Word-of-Mouth Communication of Community Media
Authors:	盧孟珍 LU, MENG-JEN
Contributors:	企業管理學系管理科學碩博士班郭東昇 KUO, TUNG-SHENG
Keywords:	美髮專業能力;市場定位;社群媒體口碑傳播 Hairdressing Professional Skills;Market Positioning;THE Word-of-Mouth Communication
Date:	2017
Issue Date:	2017-12-06 15:53:36 (UTC+8)
Abstract:	在競爭的美髮業，消費者對服務品質的要求逐漸提高，美髮沙龍也不得不在各方面持續的提升與改善來因應。因此，業者為了要鞏固客源，必須瞭解顧客的實際需求與感受，以確保在市場上之競爭力。本研究以台灣中部地區美髮沙龍消費者為研究對象，透過網路進行問卷調查，共回收322份問卷。回收之問卷以獨立樣本T檢定、單因子變異數分析與迴歸分析等統計方法進行分析，以瞭解顧客消費過程中，對業者的專業能力、市場定位與社群媒體口碑傳播等方面之看法。　　研究結果顯示，在差異性分析方面，不同性別之顧客對專業能力之看法有顯著差異；不同年齡之顧客對社群媒體口碑傳播與市場定位之看法有顯著差異；不同收入之顧客對社群媒體口碑傳播之看法有顯著差異；不同消費金額之顧客則對專業能力與社群媒體口碑傳播之看法有顯著差異；其他個人屬性變項則均無顯著差異。在迴歸分析方面，專業能力、社群媒體口碑傳播對市場定位有顯著正向影響；而專業能力對社群媒體口碑傳播亦具有顯著正向影響。本研究最後依研究結論進行管理意涵之討論，並對相關業者提出建言。　　In the highly competitive beauty industry of Taiwan, consumers' requests on the service quality increases gradually, causing beauty salon owners no choice but to improve in all aspects. Hence, in order to maintain the customer source, owners have to understand the actual needs and feelings of the customers in order to ensure the competitiveness in the market. In this study the consumers of beauty salons in the central area of Taiwan are focused. A total of 322 questionnaires were collected through a web survey. The questionnaires were then analyzed using Independent-Sample T test, one-way analysis of variance, regression analysis etc. in order to understand the view of owner's expertise, market positioning, social media and word-of-mouth in the process of customer consumption.　　Research shows that, in terms of variance analysis, the customers' view on professional competence vary depending on the customers' gender. Customers of different ages have different views between the social media and market positioning. There are significant differences in the views of customers with different income on the spread of social media. There is a significant difference, on the view of customers with different consumption amount, in the perception of professional competence and social media. There were no significant differences in other independent attribute variables. In terms of regression analysis, professional competence and social media word of mouth have a significant positive impact on market positioning. Professional ability also has a significant positive impact on the social media. This study concludes with a discussion of management implications, and gives advice to the industry concerned.
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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