- 學位論文
影響醫學美容意圖到行為之研究
Exploring The Influencing Behavioral Factors Of Plastic Surgery
摘要
新技術的產生、激烈的競爭與財富的提升，現代人有能力也願意花費金錢接受醫學美容治療，讓自己看起來健康美麗更具競爭力。近年來，由於全球在醫學美容治療上強調的是不開刀的微整型觀念，雖然微整型治療在成效上有一定的侷限，無法完全取代傳統整型外科手術，但對於分秒必爭的現代人而言，微整型已經成為醫學美容的優先選擇。 雖然，愛美是人的天性，但微整型仍被視為治療行為，接受微整型者應是經過考慮後才會行動。本研究以「慎思行動理論」為基礎，並透過文獻探討找出影響醫學美容的可能因素，包含內在因素 (自我效能、知覺風險、知覺價值) 與外在因素 (行為決策涉入、醫病信任)，建構一個整合性研究架構。再以此架構探討影響微整型行為意圖的影響因素，同時瞭解行為意圖轉換為實際行為的因果關係。研究對象以具有微整型行為意圖的一般大眾為母群體，透過實體及網路問卷方式進行樣本收集，實得有效問卷278份，具有微整型經驗126份、無經驗152份。統計方法包括敘述性統計、迴歸分析與共變異分析。 研究結果發現有/無經驗者在主觀規範、自我效能、醫病信任、行為決策涉入、知覺風險對行為意圖的關係上，有整體性差異的存在。另外，態度、主觀規範、自我效能、行為決策涉入、知覺價值與醫病信任對行為意圖具有顯著且正向的影響，其中以知覺價值影響最大，行為決策涉入次之。知覺風險則與行為意圖呈負向關係，但不具顯著差異。行為意對實際行為具有正向的影響，其相關係數為0.316。研究結果可供醫學美容診所日後建立顧客關係的參考。
並列摘要
New technologies, fierce competition and improving of wealth, people under the influence of social environment, be able and willing to spend money of cosmetic surgery, make themselves look healthy, beautiful and more competitive. In Recent years, worldwide plastic surgery has highlighted the concept of non-surgical procedures, although it has some limitations on the effectiveness, unable to completely replace traditional plastic surgery, micro-plastic surgery has become a top priority in medical cosmetology for the time-sensitive modern people. Beauty is human nature, but micro-plastic surgery is still considered a medical treatment, people who has accepted micro-plastic surgery should be active after careful deliberation. The purpose of this study was to construct an integrated framework on the basis of the theory of reasoned action theory (TRA) and influencing factors of plastic surgery, included internal factors (self-efficacy, perceived risk, perceived value) and external factors (behavior decision involvement, trust in physician), in order to examine the influence of behavioral intention on micro-plastic surgery, as well as the main correlation between intentions and behavior. The surveyed objects were general public with intention to receive micro-plastic surgery. Through entities and internet questionnaire, a total of 278 valid samples, including 126 experienced and 152 non-experienced were distributed and responded. The empirical data was analyzed by descriptive statistics, regression analysis and covariance analysis. The study result found there is difference existing in subjective norm, self-efficacy, trust in physician, behavior decision involvement, and perceived risk to behavioral intention, whatever experienced or not. Attitude, subjective norm, self-efficacy, behavior decision involvement, and perceived value have significantly positive related to the behavioral intention toward to micro-plastic surgery. Perceived value appears to be the most influential factor; behavior decision involvement is the second one. Perceived risk negatively affect behavioral intention, but it did not show significant. Behavioral intention has a significantly positive related to the actual behavior, the correlation coefficient is 0.316. The information provides guidance of customer relationship management to medical treatment profession.