| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 106 === The current study aimed to examine the effects of consumers’ perception of body image, job relation, and interpersonal relationship on the pursuit of beauty, which groups held the highest willingness to age reduction, and the relevant interrelationship. Factors influencing the behavioral intention of cosmetic surgery were also explored, with reasoned action adopted to probe into the relationship among motivation for having cosmetic surgery, perceived risk, and price acceptability.
One questionnaire assessing the participants’ experiences in having cosmetic surgery was distributed to citizens living in Taipei. A total of 324 questionnaires were collected. The initial screening of the data showed the public’s (most females) interest in cosmetic surgery.
This study conducts regression analysis with experienced/unexperienced people regarding their body image, personal relationship, job relationship, price acceptability and attitudes toward perceived risk. The results show that
the subjects have no effect on body image and people universally have a high level of confidence. Personal relationship, job relationship, price acceptability and attitudes toward perceived risk are revealed to have impacts on the subjects. Regarding the attitude towards cosmetic medicine versus behavioral intentions, the results reveal that the subjects have an influence on the attitude towards cosmetic medicine. Regarding subjective norm versus behavioral intention, the results show that the subjects have an impact on the subjective norm.
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