Title: Determinants of purchasing decisions of innovative aesthetic medicine services in Poland
Authors: Magdalena Ankiel; Bogdan Sojkin; Anna Gogołek
Addresses: Institute of Marketing, Poznan University of Economics and Business, Poland ' Institute of Marketing, Poznan University of Economics and Business, Poland ' Institute of Marketing, Poznan University of Economics and Business, Poland
Abstract: The market of innovative aesthetic medicine services has been in recent years, one of the broadest segments of the medical services. Therefore, we state that the identification of the choice determinants of aesthetic medicine services is a promising yet still under-researched area of study. In this article, we present the results of an empirical study on the determinants of the purchase of innovative aesthetic medicine services in major cities in Poland. Our respondents included patients of aesthetic medicine clinics, whose sample was selected in a purposive sampling (N = 745). To analyse data, the factor analysis was performed that helped to identify key determinants of the purchase of aesthetic medicine services by patients in Poland. The key determinants of the selection and purchase of aesthetic medicine services include, the reputation of the clinic, the competence and skills of a specialist, providing comprehensive care, and the infrastructure of the clinic.
Keywords: innovation; aesthetic medicine; purchase determinants; purchase decisions; innovative aesthetic medicine services; aesthetic medicine services in Poland; medical service; consumer behaviour; factor analysis; reputation; Poland.
International Journal of Innovation and Learning, 2021 Vol.29 No.3, pp.373 - 386
Received: 06 Apr 2020
Accepted: 28 May 2020
Published online: 26 Apr 2021 *