外表吸引力、美容整形態度對女性參與美容整形旅遊意願之研究

The Influence of Physical Attractiveness and Cosmetic Aesthetic Plastic Surgery Attitude on Cosmetic Surgery Tour Participation of Females

黃于庭(Huang Yu-Ting)

指導教授 ： 鄭健雄、藍守仁

亞洲大學/管理學院/休閒與遊憩管理學系碩士班/碩士(2008年)

摘要

隨著經濟環境的改變，國民生活水準的提昇，越來越多的人在滿足基本生理需求之後，開始追求奢華的享受、高層次的消費與令人稱羨的外表重塑，市場上美容整形性質的服務產業快速興起。許多企業已經競相投入這塊獲利可期的新市場，甚至推出美容整形旅遊，由旅行業者與美容整形機構相互配合，提供符合旅客需求的美容整形之旅。
外表在人際關係的互動中，一直扮演著著重要的影響因素，對於女性而言，外表的美醜是不可忽略的重要向度，當容貌與身材不符合自我的期待或不符合現代社會對於美貌的標準時，都期望透過美容整形來改變自己。因此本研究欲了解女性外表吸引力、美容整形態度以及參與美容整形旅遊意願之間的關係。透過相關文獻探討，建構衡量外表吸引力、美容整形態度與參與美容整形旅遊意願之量表，以工作三年內的女性為主要研究對象，於2008年4月回收390份有效問卷。
研究結果顯示，女性對於自我外表關注力高，認同外表會對社交上造成影響，對自我身材的滿意度較低、外貌上的滿意度為普通。在美容整形態度方面，對於美容整形的改善效果抱持正面的態度，但在美容手術技術上則抱持較負面的態度。女性對於參與美容整形旅遊意願大多偏低，而韓國成為台灣女性願意參與美容整形旅遊第一選擇的國家。
影響女性參與美容旅遊意願因素中，「外表滿意度」會直接負向影響參與美容整形旅遊意願；「外表對社交的影響」會直接正向影響美容整形態度，並透過「美容整形態度」影響其「參與美容整形旅遊意願」，而「美容整形態度」會直接正向影響「參與美容整形旅遊意願」。 綜合上述，可做為旅行業者在開發相關旅遊商品市場時之參考。

關鍵字

外表吸引力 ； 美容整形態度 ； 美容整形旅遊

並列摘要

With the change of economic environment and the upgrade of life quality, more and more people who satisfy with the basic physiological needs, start to pursuit of luxury and high levels of demand about remodeling appearance. On the market, cosmetic surgery service industries are rapidly rising. Many companies are rushed into this new market potentially, and popularize cosmetic surgery tour. Travel agency combines with cosmetic surgery agency to provide cosmetic surgery tour which accord with traveler’s need.
Appearance plays an important role of relationship. What females care about the appearance is beauty or ugly. When the appearance and the body are not conforming to self- expectation or the expectation of modern society, females would like to change themselves by cosmetic plastic surgery.
This study explores the relationship among physical attractiveness, cosmetic plastic surgery attitudes, and cosmetic surgery tour participation. After the analysis of documented research paper, a structured questionnaire (physical attractiveness scale, cosmetic plastic surgery attitudes scale and cosmetic surgery tour participation scale) was designed to collect the data form females who have worked among 3 years, a total number of 390 valid samples were obtained on April, 2008.
The results present that females pay more attention to their appearance, believe that appearance will influence on career and human relationship, and the less satisfaction with their bodies. In this part, females have positive attitude as to improvement result of their appearance, but they have negative attitude towards cosmetic medical technique. Women, for participating in the travel for cosmetic surgery, will be mostly on the low side, and South Korea becomes Taiwanese women first choice to participate in cosmetic surgery.
About these factors which affect female cosmetic surgery tour participation, “appearance satisfaction” will have negative effect on cosmetic surgery tour participation directly. “The influence of appearance on career and human relationship” will directly influence on attitudes for cosmetic plastic surgery, and also influence their cosmetic surgery tour participation due to attitude for cosmetic plastic surgery. In conclusion, it can make the reference for the travel agency to develop the market of related travel product.

並列關鍵字

physical attractiveness ； cosmetic plastic surgery attitudes ； cosmetic surgery tour

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