大陸男性微整形手術之購買意向研究

Abstract

近年來，在中國大陸有越來越多的人考慮接受整形手術，改善他們的外在。接受手術的人口之眾，僅次於美國，居世界第二。不管從供給或需求面而言，中國大陸在整形的領域，都高居前三。然而，雖然如此，男性接受整形的人數，仍遠不如女性。過去即使有不少學者投入整形接受狀況的相關研究，很少是關於中國大陸的，更遑論是大陸男性了。事實上，雖然成長幅度較緩，男性市場的成長還是逐漸增長。 與時推移，社會大眾對男性接受整形的看法有所改變，但仍多有偏見。本論文針對沒有購買、接受過微整形手術的大陸男性進行研究，欲了解他們的購買意向以及影響他們購買意向的構面。另外，本論聚焦微整形的部分，微整形是中國大陸整形市場成長的主要動力。微整形，乃指改善外在，非手術或微創手術的整形活動。 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。 本論文用結構方程式檢驗與分析這些構面，其中包和了信度與效度測試，研究結果顯示，內化理想身體與身體欣賞以及期望負面情緒會影響對微整形手術購買意向的態度；期望難堪則會影響主觀規範; 而態度、主觀規範以及身體欣賞則會直接影響對微整形手術的購買意向。至於對構面進一步的討論、管理建議以及本論文的限制與未來研究建議在文中都有論及。

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.