醫學美容產業近年來發展迅速，使原本以傳統美容產業為主的消費市場與消費型態隨之改變，醫學美容在醫療團隊的加持下，影響了消費者的消費行為，也壓縮了傳統美容的生存空間。因此本研究探討在資訊多元環境中，消費者對於醫學美容與傳統美容在專業知識、環境設備與服務療程的認知與需求的差異性與相關性，以做為醫學美容與傳統美容產業在擬定行銷策略與未來市場區隔之基礎。本研究採用問卷調查法，以居住於高雄市的一般民眾，採隨機取樣方式進行調查，發出1100份問卷，有效問卷1002 份，回收率為91.09％，在95％信心水準下之抽樣誤差為3.04％。所得資料以SPSS12.0 統計軟體進行描述性統計、獨立樣本t 檢定、單因子變異數分析、Pearson積差相關與相依樣本t 檢定等統計分析。研究結果顯示如下：1.消費者對醫學美容及傳統美容在認知與需求之表現，均高於3 分以上具有中上水準。2.消費者對醫學美容及傳統美容在認知與需求間之表現因年齡、居住地點、美容經驗與每月美容保養花費之不同而有顯著差異。3.消費者對醫學美容專業知識的認知極高度顯著大於需求，消費者對醫學美容服務療程與環境設備的需求極高度顯著大於認知。

The rapid development of medical cosmetology has changed the consumers’ habit and its marketwhich is mainly based on the salon cosmetology in these years. The medical cosmetology notonly influenced the consuming behavior but also compressed the space of salon cosmetologywith the help of the medical groups. In this paper, we did the research about the consumers’difference and relationship between cognition and demand , which are professional knowledge,environment-apparatus and service treatment, for consumer in redical and salon cosmetology.The results can provide for making the commercial tactics and the market division of medicaland salon cosmetology.The research was conducted using a survey-questionnaire method.The study populationcomprised of residents from Kaohsiung city. The survey was conducted using a randomsampling method, in which a total of 1100 questionnaires were sent out, a total of 1002questionnaires were valid, the returning rate of the questionnaire was 91.09%, and the samplingerror was 3.04% under a 95% confidence interval. All the collected data were statisticallyanalyzed by SPSS 12.0 for descriptive statistics, independent t-test, one-way ANOVA, Pearsoncorrelation test, and paired t-test. The results were shown in below:1. For the comsumer’s cognitions and demands in medical and salon cosmetology, the scoresof the scalogram were all greater than 3, which indicated an above average performance of theconsumers in Kaohsiung city.2. A significant difference was found in the cognitions and demands in medical and saloncosmetology for consumers due to differences in their, age, residence, experiences related tocosmetology.3. A significantly positive correlation was found between the cognitions and the demands ofmedical cosmetology, and between the cognitions and the demands of salon cosmetology.Consumers’ cognitions of the expertise of medical cosmetology was significantly greater thanthe demands. Consumers’ demands for service treatments, environment-apparatus of medicalcosmetology were significantly greater than the cognitions.