消費者對銷售員的外表吸引偏見對消費者猶豫影響之研究－以美容產業為例

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题名:	消費者對銷售員的外表吸引偏見對消費者猶豫影響之研究－以美容產業為例 The Study for the Impact of Salesperson Physical Attractiveness Bias to Consumer Hesitation of Beauty Industry
作者:	廖彩雲 Liao, Tsai-Yun
贡献者:	國際企業管理學系碩士在職專班
关键词:	外表吸引力偏見專業認同消費者猶豫 physical attractiveness bias professional identification consumer hesitation
日期:	2015-01-03
上传时间:	2015-02-04 14:24:01 (UTC+8)
摘要:	本研究問題是消費者對銷售員的外表吸引力偏見對消費者猶豫影響之研究-以美容產業為例之關係，經由間接文獻之引用及邏輯之推理，發現兩者之關係有必要進一步釐清。本研究透過網路和紙本問卷方式，以18歲(含)以上廣大消費者為基礎，篩選近一個月內購買美容醫學相關產品者，並且與銷售員對談1分鐘以上，以及其本身必須是近三年曾做過美容醫學護膚行為等條件設定為對象，採取半實驗性問卷調查法，針對回收問卷樣本進行分析，總計發放1050份問卷，實際回收問卷845份，經過檢視和篩選，扣除因題目漏答、勾選內容不合理等無效問卷有242份，計有效問卷共603份，有效問卷回收率為71.36%。本研究以消費者角度，探討消費者對銷售員的外表吸引力偏見與專業認同和對消費者猶豫的影響，發現消費者的性別、年齡、教育程度和收入等基礎變項，對外表吸引力偏見和消費者猶豫間具有相當影響力，結果指出，消費者對美容醫學相關產業之銷售員的外表吸引力偏見與消費者猶豫，呈顯著正向關係；外表吸引力偏見與專業認同，以及專業認同與消費者猶豫，兩者皆呈顯著負向關係。 We all know that physically attractive persons benefit from their attractiveness in a wide range of various situations. However is physical attractiveness biased? This study examined effect of customer's bias and hesitation toward salesperson Physical attractiveness from a customer's viewpoint. This research is semi-experimental investigation. The survey 1050 questionnaires, using the internet and paper questionnaire of subjects who are over 18 years old, have talked to salesperson in recently one month and have made cosmetic surgery, were issued, 603 of them were valid questionnaires. All participants reviewed photographs of attractive and unattractive men and women. Afterwards participants gave them a score to decision whether they were a beauty industry's salesperson or not, score from 1 to 5, lower score more prejudiced.The result show that the current research seeks to uncover situations in which salesperson's appearance might play an important role in consumer's decision and hesitation, and also empirical finding reveal that the significantly effect of between attractiveness bias and customer's hesitation.
显示于类别:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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