本研究目的為瞭解中年婦女美容手術選擇及身體意象、知覺風險及知覺價值與行為意圖之關係。研究以台北市40-65歲至整形醫美診所之中年婦女為研究對象，回收有效問卷393份；研究方法以問卷作為蒐集資料工具，施以「美容手術調查表」、「身體意象量表」、「知覺風險量表」、「知覺價值量表」與「行為意圖量表」，量表採用李克特(Likert)五點式量表計分，應用統計軟體以描述性統計、因素分析、信度分析、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關及迴歸方式做統計分析。
研究結果發現，至整形醫美診所之中年婦女美容手術臉部最想改善眼部細紋、眼袋、眼垂部位；身體則為腰腹部位、其它則以想增加髮量項目為最多；以40-44歲及無婚姻並有美容醫學經驗者在行為意圖感受程度上較強烈；美容手術知覺價值與行為意圖間存有顯著相關性；至整形醫美診所之中年婦女身體意象、知覺風險、知覺價值對行為意圖有顯著相關性及預測力，知覺風險愈高時美容手術行為意圖愈低，知覺價值愈高預測美容手術行為意圖能力也愈高；研究結果可做為美容醫學相關業者行銷評估之參考依據。
The purpose of the study was to understand the relationship between cosmetic surgery options, body image, perceived risk, perceived value and behavioral intention of middle-aged women. The middle-aged women from 40-65 years old to plastic surgery clinics in Taipei City are the research subjects and collected 393 valid questionnaires. The research method uses a questionnaire as a data collection tool and applies the "cosmetic surgery questionnaire", "body image scale", "perceived risk scale", "perceived value scale" and "behavior intention scale". The scale adopts Likert five-point scale score. Use statistical software to do statistical analysis with descriptive statistics, Factor analysis, reliability analysis, Independent Sample t test. Anaiysis of variance. Pearson Correlation and Regression.
The results of the study found that the middle-aged women's facial surgery most want to improve the eye wrinkles, eye bags, sagging eyes. The body wanted to improve the waist and abdomen position and wanted to increase hair volume. Those with 40-44 years of age, no marriage and experience in aesthetic medicine have obvious behavior intentions. Middle-aged women’s body image, perceived risk, and perceived value have significant correlation and predictive power with regard to behavioral intentions. The higher the perceived risk, the lower the intention of cosmetic surgery. The higher the perceptual value, the higher the ability to predict the intention of cosmetic surgery. The research results can be used as a reference basis for marketing evaluation of related companies.
