Purchase intentions of Chinese men for micro cosmetic Surgery
|關鍵字:||微整形;購買意向;期望難堪;期望後悔;內化理想身體;身體欣賞;micro cosmetic surgery;purchase intention;anticipated embarrassment;anticipated regret;ideal body internalization;body appreciation|
研究的構面，除了來自計畫行為理論中對微整形手術購買意向的態度(attitude toward behavioral intention)、主觀規範(subjective norm)以及感知行為控制(perceived behavioral control)，還包含了期望負面情緒(anticipated negative emotions)中的期望難堪(anticipated embarrassment)與期望後悔(anticipated regret)等負面情緒，以及關於整形接受的理論所提到的內化理想身體(ideal body internalization)與身體欣賞(body appreciation)等構面。這些構面透過問卷設計加以衡量。在問卷正式發放之前，有20名參與者協助進行前導測試，以檢驗問卷的長度以及是否能被參與者理解。經過調整，紙本與線上版本於2017年四月中發放。
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.
|Appears in Collections:||Thesis|