| Summary: | 碩士 === 中國文化大學 === 國際企業管理研究所 === 98 === Along with the change of the economic environment and the rising of the national living standard, more and more people, after satisfying their basic need, are beginning to pursue luxurious life style; including high-level consumption and making appearance that draw other people’s admiration. Under the influence of massive information from media, beauty becomes an important factor that gets the attention from opposite sex and recognition of peers and friends.
Micro-cosmetic surgery is a non-invasive plastic surgery which does not need operation, therefore, comparing to the classic operational surgery, the technical level is lower. In addition, it is quicker for recovery and requires minimal attention, so more and more people are eager to give it a try.
The service industry of cosmetic surgery rises fast on the market, lately the development moves from operational surgery into the micro-cosmetic surgery that does not need operation. In 2007, there were about 12,090,000 cases of cosmetic surgery, among them 13.8% were operational type and 86% were non-operational micro-cosmetic surgery.
Through literature review, expert interviews and AHP analysis of various factors, the construction of the measurement of consumer's decision in the micro-cosmetic surgery was done. The research subjects are consumers involved in micro-cosmetic surgery in the departments of dermatology, plastic surgery and others in three big city districts of Taipei, Taichung and Kaohsiung. On March 2010, 500 questionnaires were sent out and 438 effective questionnaires were collected back, the recovery rate is 87.6%.
During the development of the measurement, literature review, expert interviews, Analytic Hierarchy Process, factor analysis and analysis of reliability and validity were performed. According to the experts’ opinion, the result of study shows that three key factors in micro-cosmetic surgery decision making are: 1. additional value 2. medical effectiveness 3. personal factor. However, in the result of consumers' questionnaires, these three factors are the most influential, 1. medical effectiveness, 2. attitude of medical personnels, and 3. medical skills. The construction of the measurement of consumer's decision in the micro-cosmetic surgery, according to the consumers’ questionnaires, also provides reference for the future study and relative business.
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