台灣醫療產業市場競爭日趨激烈，不少醫美業者紛紛轉往海外發展。其中中國大陸市場幾乎是台灣醫美業者兵家必爭之地。本研究以來源國效應及知覺價值兩個角度來探討台灣醫美廠商是否可以藉由「台灣」之光環來吸引中國大陸消費者以及該提供何種價值給消費者，讓消費者再購意願提高。
本研究分別收集中國大陸山東地區及台灣地區使用過醫美服務之消費者共計165份。研究結果發現，「台灣」來源國效應對再購意願呈現正向關係；知覺價值對再購意願意呈現正向關係，濟南地區與台北地區消費者的文化差異，對來源國效應與知覺價值的關係產生不同的干擾效果。在實務意涵上，可提供台灣醫美業者進入中國大陸市場一個參考依據。
The cosmeceutical industry in Taiwan has become more and more competitive, and many related firms have turned to enter overseas for growing sustainably. Among them,the Chinese mainland market is an important country for Taiwan cosmeceutical firm.
This study explores whether Taiwanese cosmeceutical firm can attract Chinese consum-ers and what value they provide to consumers through the aura of "Taiwan" in terms of source country effect and perceived value, so that consumers' willingness to repurchase will increase.
This study collected 165 consumers who used cosmeceutical services in Shandong and Taiwan. The study found that the "Taiwan" country effect has a positive relationship with perceived value and with repurchase intentions; while the perceived value have a positive relationship to repurchase intentions. Culture difference between Taipei and Shandon has moderate effects to the relationship between “country of original effects” and “perceived value”. This study can provide an insight for Taiwanese cosmeceutical firm to enter the Chinese mainland market as a reference.
