臺北地區男性社會文化因素對醫學美容消費行為影響之研究

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Title:	臺北地區男性社會文化因素對醫學美容消費行為影響之研究
Authors:	黃玲瓏
Contributors:	生活應用科學研究所碩士在職專班
Keywords:	臺北地區男性社會文化因素醫學美容消費行為
Date:	2010
Issue Date:	2011-11-25 15:41:56 (UTC+8)
Abstract:	「醫學美容」已成為目前社會備受重視的議題。根據旺旺中時民調中心於2009 年9 月30 日針對臺灣地區713 位成年民眾的電話訪問，三成七受訪者表示不排斥透過整形美容讓自己變得更美麗。有愈來愈多的男性愛美，愈來愈敢整形。業者估算，整體醫學美容約有六百億產值，男性就佔30%。因此，本研究以臺北地區男性為研究對象，進行社會文化因素與醫學美容消費行為之研究，以期給予消費者、醫療院所及人員做為進行醫學美容的參考。本研究採調查法，以臺北地區18-64 歲男性為研究對象，正式施測樣本為500 份，實得有效樣本463 份，有效回收率為92.6%。研究工具包含「個人背景資料調查表」、「社會文化因素量表」以及「醫學美容消費行為量表」。所得資料分別以：次數分配、百分比、平均數、標準差、單一樣本t 檢定、獨立樣本t 檢定、單因子變異數分析、雪費事後檢定、皮爾森積差相關、逐步多元迴歸分析等統計方法進行分析。本研究的結論如下：一、臺北地區男性「社會文化因素」及「醫學美容消費行為意向」之現況發現： 1. 臺北地區男性對自我外表的看法，受整體「社會文化因素」的影響傾向於「中上」之程度；其中，以受「重要他人」層面的影響程度為最高。 2. 臺北地區男性之整體「醫學美容消費行為現況」以「牙齒矯正」居多，依次為：「牙齒美白」、「疤痕修飾」、「淨膚雷射」及「飛梭雷射」。 ii 3. 臺北地區男性之整體「醫學美容消費行為意向」傾向於「中低」之程度，以「一般性美容療程意向」層面的接受度較高。「醫學美容消費行為意向」以「牙齒美白」居多，依次為：「牙齒矯正」、「淨膚雷射」、「疤痕修飾」、「脈衝光」，可知男性對於醫學美容的項目在現況與意向中差異不大。二、「年齡」、「職業類別」、「婚姻狀況」、「接觸媒體種類」及「消費交易特性」是影響臺北地區男性自我外表看法受「社會文化因素」影響的重要因素。三、「年齡」、「教育程度」、「平均月收入」、「接觸媒體種類」及「消費交易特性」是影響臺北地區男性「醫學美容消費行為意向」的重要因素。四、臺北地區男性「個人背景因素」在「社會文化因素」與「醫學美容消費行為意向」之相關性 1. 臺北地區男性之「外表吸引力」與「社會文化因素」及「整體醫學美容消費行為意向」皆達到顯著低程度之正相關。換言之，當臺北地區男性愈自覺是一位外表具有吸引力的人，愈容易受到社會文化因素中「重要他人」、「媒體訊息」及「醫療論述」的影響，也愈有進行「醫學美容消費行為」之意向。 2. 臺北地區男性之「外表滿意度」與「社會文化因素」未達顯著，與「一般性美容療程意向」達到顯著低程度之負相關。換言之，當臺北地區男性對自己的整體外表是滿意的，是不易受到社會文化因素中「重要他人」、「媒體訊息」及「醫療論述」的影響，對於進行「醫學美容消費行為」之意向也不大。 3. 臺北地區男性之「社會文化因素」與「整體醫學美容消費行為意向」間存在顯著低程度~中程度的正相關。顯示當人們受到「社會文化因素」影響愈大時，進行「醫學美容消費行為」意向就愈大。五、各變項對「社會文化因素」與「醫學美容消費行為意向」之預測： 1. 「個人背景因素」、「社會文因素」對「一般性美容療程意向」之預測分析：臺北地區男性之「大專、大學－國中（含）以下」、「二度單身－未婚」、「外表滿意度」、「醫學美容預算」、「醫療論述」共五因素，能有效預測臺北地區男性之「一般性美容療程意向」，其解釋變異量達25%。其中，當臺北地區男性為「大專、大學－國中（含）以下」、「二度單身－未婚」、「對自己外表滿意度愈高」者，其進行「一般性美容療程意向」的可能性愈低；而「進行醫學美容預算愈多」、「醫療論述分數愈高」的臺北地區男性，其進行「一般性美容療程意向」的可能性會愈高。 2. 「個人背景因素」、「社會文因素」對「整形美容療程意向」之預測分析：臺北地區男性之「大專、大學」、「研究所（含）以上」、「職業：學生」、「平均月收入」、「醫學美容考量因素為價錢合理」、「媒體訊息」及「醫療論述」共七因素，能有效預測臺北地區男性之「整形美容療程意向」，其解釋變異量達28%。其中，當臺北地區男性為「大專、大學－國中（含）以下」、「研究所（含）以上－國中（含）以下」、「學生－無業及其他」及「平均月收入愈高」者，其進行「整形美容療程意向」的可能性愈低；而「醫學美容考量因素為價錢合理－醫師醫術及知名度」、「媒體訊息分數愈高」、「醫 iv 療論述分數愈高」的臺北地區男性，其進行「整形美容療程意向」的可能性愈高。 3. 「個人背景因素」、「社會文因素」對「整體醫學美容消費行為意向」之預測分析：臺北地區男性之「大專、大學」、「研究所（含）以上」、「二度單身婚」、「外表滿意度」、醫學美容預算」、「媒體訊息」及「醫療論述」共七因素，能有效預測臺北地區男性之「醫學美容消費行為意向」，其解釋變異量達28%。其中當「教育程度為大專、大學－國中（含）以下」、「教育程度為研究所（含）以上－國中（含）以下」、「二度單身－未婚」及「自覺外表滿意度愈高」者，其進行「整體醫學美容消費行為意向」的可能性愈低；而「醫學美容預算愈高」、「媒體訊息分數愈高」、「醫療論述分數愈高」的臺北地區男性，其進行「整體醫學美容消費行為意向」的可能性愈高。根據本研究之研究發現與結論，建議臺北地區男性，宜養成良好飲食習慣，建立健康概念，重視自己外表的程度，要適量而非過度，確實掌握身體自主權，進行醫學美容消費行為時，宜謹慎評估療程安全，並向專業專科醫師請益，不盲目追求。最後，建議醫學美容等相關醫療院所，傳達正確醫療論述，建立消費者正確醫學美容之認知，充份溝通，避免醫學美容糾紛。 Medical cosmetology has drawn a lot of attention in the society. According to the results of a telephone interview conducted by Want Want Chinatimes Poll Center on September 30th in 2009, 37% of the 713 adult sample in Taiwan are not opposed to using cosmetic surgery as a means to improve their looks. More and more males care about their appearance and are willing to undergo cosmetic surgeries. It is estimated that the total production value of medical cosmetology is approximately 60 billion NT dollars, and 30% is contributed by male consumers. Therefore, the current study targeted on male population in Taipei area and investigated the relationship between sociocultural factors and consumer behavior in medical cosmetology, in hopes of providing consumers, medical institutions and professionals a reference for medical cosmetology. A survey was conducted and the sample consisted of 18-64 year-old males in Taipei. Five hundred copies of questionnaire were distributed and 463 valid copies were retrieved with a return rate of 92.6%. Research tools included “Background Questionnaire”, “Sociocultural Factor Scale”, and “Consumer Behavior in Medical Cosmetology Scale”. Survey data were subjected to frequency distribution, percentage, average, standard deviation, one-samples T test, one-way ANOVA, Scheffe's post test, Pearson product-moment correlation, and stepwise regression analysis. The results were summarized as follows: A. The findings of “sociocultural factors” and the “intention of consumer behavior in medical cosmetology”: 1. Sociocultural factors had a medium to large effect on the self-appearance for all participants with a greatest impact from “significant others”. 2. “Orthodontics”was the number one item in the current status of medical cosmetic consumption, followed by “teeth whitening”, “scar remedy”, “laser toning”, and “fraxel laser”. 3. There was a low to medium acceptance of the intention of consumer behavior in medical cosmetology, with a highest level of “general vi cosmetic treatments”. As for the intention of consumer behavior in medical cosmetology, “teeth whitening”was top on the list, followed by “orthodontics”, “laser toning”, “scar remedy”and “photoderm”. This shows that the intention and the behavior in medical cosmetology of male consumers are quite similar. B. “Age”, “occupation”, “marital status”, “types of media access” and “characteristics of consumption and transaction”were the important sociocultural factors that affected male self-appearance in Taipei. C. “Age”, “education”, “average monthly income”, “types of media access”and “characteristics of consumption and transaction” were the important factors that affected the intention of consumer behavior in medical cosmetology for the male population in Taipei. D. The influence of participants’“background factors” on the relationship between the “sociocultural factors” and the “intention of consumer behavior in medical cosmetology”: 1. “Physical attractiveness”was lowly correlated with the “sociocultural factors”as well as the “intention of consumer behavior in medical cosmetology”. In other words, the more attractive participants believe they are, the more vulnerable they are to the influence of the sociocultural factors, such as significant others, media messages, and medical statements, and thus are more willing to have medical cosmetic services. 2. “Satisfaction of appearance”was not significantly correlated with the “sociocultural factor”but was negatively correlated with the “intention of general cosmetic treatments”. In other words, when participants are satisfied with their overall appearance, they are less likely to be influenced by the sociocultural factors of significant others, media messages, and medical statements and had less desire for “medical cosmetic services”. 3. “Sociocultural factor”had a low to medium positive correlation with the “intention of consumer behavior in medical cosmetology”. This vii shows that the more influential sociocultural factors are perceived by participants, the more participants are willing to conduct medical cosmetic spending. E. The findings of the predictive power of various factors on the “sociocultural factors”and the “intention of consumer behavior in medical cosmetology”: 1. The predictive analyses of ”background factors”, and “sociocultural factors” on the “intention of general cosmetic procedures”: The following five factors, “college or university-junior high school and under”, “single for the second time -unmarried”, “satisfactionof physical appearance”, “medical cosmetic budget”, and “medical statements”, effectively predicted participants’“intentionof general cosmetic procedures”, accounting for 25% of the variance. In addition, participants who met the criterion of “college, university-Junior high school and under”, “singlefor the second time - unmarried”, or “high satisfaction of physical attractiveness”had the least desire for general cosmetic procedures. On the other hand, participants who had a higher budget for medical cosmetology or scored higher on medical statements tended to have a higher intention of medical cosmetology. 2. The predictive analyses of ”background factors”, and “sociocultural factors”on the “intention of cosmetic surgical procedures”: The following seven factors, “college or university”, “graduate degree”, “occupation: students”, “average monthly income”, “reasonable costs of cosmetic services as main concerns”, “media messages”, and “medical statements”, effectively predicted participants’“intentionof cosmetic surgical procedures”, accounting for 28% of the variance. Participants who met the criterion of “college or university-junior high school and under”, “graduate degree- junior high school and under”, “students-unemployed and others”,and “higher average monthly income”, tended to have lower intention of cosmetic surgical procedures. On the other hand, participants who took reasonable cost, surgeons’medical skills and reputation as main viii concerns, or who scored higher on media messages or medical statements, tended to have stronger intention of cosmetic surgical procedures. 3. The predictive analyses of “background factors”, and “sociocultural factors”on the “intentionof consumer behavior in medical cosmetology”: The following seven factors, “college or university”, “graduate degree”, “singlefor the second time-unmarried”, “satisfactionof physical appearance”, “medical cosmetic budget”, “media messages” and “medical statements”, effectively predicted participants’“intention of consumer behavior in medical cosmetology”, accounting for 28% of the variance. Participants who met the criterion of “college or university-junior high school and under”, “graduate degree-junior high school and under”, “single for a second time –unmarried”, or “high satisfaction of physical attractiveness” had a lower chance for conducting consumer behavior in medical cosmetology. On the other hand, participants who had a higher budget for medical cosmetology, or scored higher on media messages or medical statements had a higher chance for consumer behavior in medical cosmetology. Based on the results and conclusions of the current study, it is suggested that males in Taipei area should develop healthy diet, establish healthy ideas, pay moderate, not excessive attention to self-appearance, protect body autonomy, evaluate the safety of medical procedures carefully and consult with medical professionals when buying medical cosmetic services. Lastly, it is recommended that medical cosmetic clinics should convey accurate medical statements, help consumers to establish proper medical cosmetic knowledge, and communicate fully in order to avoid medical disputes.
Appears in Collections:	[Department of Applied Science of Living & Graduate Institute of Applied Science of Living ] thesis

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