中高齡女性對非侵入性醫學美容消費行為意圖之研究

A Study on Consuming Behavior Intention of Non-invasive Medical Cosmetology for Middle-aged and Elder Female

林清壽(Ching-Show Lin) ； 李美杏(Mei-Hsing Lee)

《美容科技學刊》 9卷4期 (2012/12) Pp. 139-158

https://doi.org/10.30001/JIES.201212.0008

摘要

追求健康美麗是多數女性的夢想，近年來，台灣中高齡女性具有極高消費能力，願意從事醫學美容讓青春永駐，而為了解中高齡女性對非侵入性醫學美容行為意圖，本研究以理性行為理論為基礎，增加知覺風險及產品價格二構面，建立中高齡女性對非侵入性醫學美容行為意圖研究架構，探討影響中高齡女性對非侵入性醫學美容行為意圖的因素。本研究以南投地區45歲以上的女性為研究對象，透過問卷調查法，進行研究模式適配度的驗證與分析。本研究發現「態度」、「主觀規範」會正向影響中高齡女性對非侵入性醫學美容行為意圖，其中以主觀規範的影響效果最高；然對非侵入性醫學美容的「知覺風險」則會負向影響行為意圖；而「產品價格」對中高齡女性的非侵入性醫學美容行為意圖的影響並不顯著；整體研究模型對中高齡女性的非侵入性醫學美容行為意圖的解釋力（R^2）達0.62。本研究之結果可提供醫學美容業者與後續研究者參考。

關鍵字

醫學美容 ； 行為意圖 ； 理性行為理論

並列摘要

The pursuit of the health and beauty is the dream of most women. In recent years, Taiwan's elderly women have high spending power and are willing to engage in medical cosmetology to keep young. The study used the theory of reasoned action and added two constructs of the perceived risk and product prices to investigate the intention of non-invasive medical cosmetic behavior for the middle-aged and elder women. The proposed research framework was to explore the factors affecting cosmetic behavioral intentions for elder women to engage in non-invasive medical cosmetology. In this study, the research subjects were women aged 45 and over living in Nantou county. The questionnaire was used to verify the research model fit. The results found that attitude and subjective norm positively affect intention of elderly women to engage in non-invasive medical cosmetic behavior. The effect of subjective norm is the highest and the perceived risk negatively influences the behavior. However, the price is insignificant factor for elderly women to engage in the non-invasive medical cosmetic behavioral intention. The overall explanatory power of the research model reaches 0.62. The finding of this study also provided the suggestions for the medical beauty industry and academic researchers.

並列關鍵字

Medical Cosmetology ； Behavior Intention ； Theory of Reasoned Action

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