Abstract
As the society and economy changed over time, people¡¦s quality of living has been imporving. The demands of beauty business, health industry and leisure products is therefore increasing. This trend not only promots rapid development of service industry, but also encourages people to purchase SPA products to release from pressure and follow the fashion. Besides, with the increase of female customers¡¦ consuming power and their consumption demands in beauty products, the scale of SPA business has been expanding. Female customers therefore have more choices when purchasing leisure products and service. This study takes the perspective of femal customers, aiming at exploring consum motivation, cosuming power and cosuming desire. The study also to predict the SPA trends of linking chiness medicatoin with SPA service, testing if female customers¡¦ consuming behavior would correspond to the combination of health, leisure and medicine. It is hope to propose some strategies to SPA business and leisure markets.
After surveying 197 female customers, it is found that the determinants of purchasing SPA producst in Chinese medication clinic are few. Only the facts of belief in Chinese medication and previous experiences in purchasing SPA goods and services have significant relationship with consum motivation in buying SPA service. Other variables such as demographics, SPA service, SPA facilities and so on have no significant relationship with female customers¡¦ consum motivation in SPA goods.
Keywords : female customer, Spa, beauty business, Chinese medication, leisure business, management strategy.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0816106-162346 |
| Date | 16 August 2006 |
| Creators | Wu, Pi-Jung |
| Contributors | James C. T. Lee, I-heng Chen, Chin-King Jen |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0816106-162346 |
| Rights | campus_withheld, Copyright information available at source archive |
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