The acceptance of cosmetic surgery : a study on Thai women in Bangkok
by Wareerath Akkalatham
Title: | The acceptance of cosmetic surgery : a study on Thai women in Bangkok |
Author(s): | Wareerath Akkalatham |
Contributor(s): | Assumption University. Martin de Tours School of Management and Economics |
Issued date: | 2013 |
Publisher: | Assumption University |
Citation: | AU Journal of Management 11, 1 (January-June 2013), 46-63 |
Abstract: |
The business of cosmetic surgery has now become a very lucrative and fast-paced industry as
appearance-enhancing treatments and procedures have become increasingly popular around the world.
A number of cosmetic surgery clinics and hospitals are now competing against one another to capture a
share of the multi-billion dollar cosmetic surgery market. Thailand has been one of the most sought after
countries for cosmetic surgery and ranks among the top 20 countries for cosmetic surgery procedures
worldwide.
The main aim of this study is to examine the relationship between intrapersonal and interpersonal
factors which influence the acceptance of cosmetic surgery among Thai women. This research study
examined the relationship between psychological characteristics, sociocultural influences, cosmetic sur-
gery experiences, body appearances, body image, demographic variables and respondents' acceptance
of cosmetic surgery. The 437 non-clinical respondents in this study are exclusively Thai women who
have undergone cosmetic surgery in the past or who are likely to undergo cosmetic sometime soon. The
data was gathered from 13 cosmetic surgery clinics and hospitals located in different parts of Bangkok.
Narcissism, appearance orientation and body area satisfaction were significantly related to the
acceptance of cosmetic surgery. Respondents with vicarious experiences were more favorable toward
accepting cosmetic surgery. The findings showed statistical differences in the demographic variables of
age, income, occupation, vicarious experiences with respondents' perception of body image and their
acceptance of cosmetic surgery. Consumers who accept cosmetic surgery show a marked tendency for
facial treatments (rhinoplasty, blepharoplasty) rather than surgery related to their bodies.
This exploratory study will help develop new research paradigms in consumer research, interna-
tional marketing, and managerial practices. Marketers can use this study's findings to better understand
the nature of Thai female consumers and to segment and target those consumers who have favorable
attitude toward enhancing their appearance. |
Description: |
In English ; abstract in English and Thai. |
Subject(s): | Assumption University -- Periodicals
AU Journal of Management AU Journal of Management -- 2013 |
Keyword(s): | Cosmetic surgery
Psychological characteristics Body image Sociocultural influences Cosmetic surgery experiences ศัลยกรรมความ ลักษณะเฉพาะเชิงจิตวิทยา ภาพลักษณ์ทางรูปร่างหน้าตา ประสบการณ์ในการทำศัลยกรรมเสริมความงาม |
Resource type: | Journal Article |
Type: | Text |
File type: | application/pdf |
Language: | eng |
Rights: | This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner. |
URI: | http://repository.au.edu/handle/6623004553/12601 |
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