Factors that motivate young people’s intention to undergo cosmetic surgery in Viet Nam

Abstract

In recent years, cosmetic surgery is a term which appeared quite a lot of attention of people all around the world and is expected to have more development in future. Nevertheless, it is not easy to control the rapidly development of all the activities happening in many surgeons. There are many surgeons had provided bad services for customers and some had died. This lead to the fact that there are a large number of customer feel confuse to undergo cosmetic surgery. It is not easy for other surgeons to take back the belief of customers and had their intention again. The main objective of this study was to determine the factors that motivate young people’s intention to undergo cosmetic surgery in Viet Nam. The study is based on primary data collected from respondents with the help of structured questionnaires. In total, 412 valid responses were included in the statistical analysis. In order to meet the study goals, factor analysis was conducted. Such analysis considered various impact related variables as attitude toward cosmetic surgery, subjective norm, perceived behavioral control. The Statistical Package of Social Sciences (SPSS) software was used to analyses the data. The empirical results show that three factors which had mentioned above mostly affect to the intention to undergo cosmetic surgery of young people in Viet Nam. The study is important as it offers views on current young people intention and behavior toward cosmetic surgery. From a managerial perspective, the study also provides information on how surgeons can capture, segment and communicate with consumers and meet consumer’s desire.