| Summary: | 碩士 === 國立交通大學 === 科技管理研究所 === 106 === The amount of people receiving cosmetic surgery in mainland China has ranked the second after the United States for years. More and more people are considering the modification of their appearance in the country. Look into demand and supply side, the number of people that received the surgeries and the amount of surgeons in mainland China are among the top two or three in the world.
The thoughts about men receiving the surgeries have changed from time to time, though there are still many prejustices. In this thesis, those who have no purchasing behavior, or no experience of the surgeries are studied so as to know what constructs may influence their intentions and how these constructs influence them.
In this study, the author focus on the purchase intentions of micro cosmetic surgeries. Micro cosmetic surgeries, also known as non-surgical or minimally invasive cosmetic surgeries, accounting for the major proportion of the surgeries. The target audiences are the male citizens of mainland China with no experience of related surgeries.
The author collects the constructs from the theory of planned behavior, such as attitude, subjective norm, perceived behavioral control, and the constructs from other extended models, anticipated negative emotions such as anticipate regret as well as embarrassment. In addition, based on the literature of purchase intention or cosmetic surgery acceptance, constructs from studies of cosmetic surgery acceptance are also introduced, such as body appreciation and body ideal internalization.
The constructs are examined by questionnaire and analyzed by structural equation modeling with maximum likelihood. Related criteria such as normal distribution and Cronbach’ alpha are also tested. The result shows that body appreciation, body ideal internalization, and anticipated negative emotions have influences on attitude toward the surgeries respectively; anticipated embarrassment has negative influences on subjective norm; attitude, body appreciation, and subjective norm have influence respectively on men’s purchase intention.
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