Plastic Surgery Problem
CHAPTER 1
INTRODUCTION
This chapter presents the background of problems, statement of problem of the research, hypotheses, the significance of the study, the scope and limitations of study.
1.1 Statement of the problem
Plastic surgery today is borderless, ageless, and genderless and it is no longer confined to the people of high net worth. According to American Society for Aesthetic Plastic Surgery, there were over 11 million surgical and nonsurgical cosmetic procedures performed in the United States in 2013. “The American Society for Aesthetic Plastic Surgery Reports Americans Spent Largest Amount on Cosmetic Surgery Since The Great Recession of 2008” (ASAPS, 2014).
This explosive trend is also observed in many Asian countries today. South
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Why are so many young Thai females and males making decisions to undertake plastic surgery? How are the prescribed consumer behavioral factors from previous researches and theories affecting these young consumers’ decision to spend on cosmetic surgery to enhance the appearance?
1.2 Objectives of the Research |
Objective of the research is to identify consumer behavioral factors affecting decision-making on plastic surgery in Bangkok Thailand among the international private university students.
To study the personal demography factors affecting the decision making on plastic surgery among the private university students.
To study the psychological factors affecting the decision-making on plastic surgery among the private university students.
To study the cultural factors affecting the decision-making on plastic surgery among the private university students.
To study the social factors affecting the decision-making on plastic surgery among the private university students.
1.3 Significance of the
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Psychological factors have a positive effect on pursuing plastic surgery services among private university students in Bangkok, Thailand.
H3a. Motivation has a positive effect on pursuing plastic surgery services among private university students in Bangkok, Thailand.
H3b. Perception has a positive effect on pursuing plastic surgery services among private university students in Bangkok, Thailand.
H3c. Learning has a positive effect on pursuing plastic surgery services among private university students in Bangkok, Thailand.
H3d. Beliefs and attitudes have a positive effect on pursuing plastic surgery among private university students.
H4.Social factors have a positive effect on pursuing plastic surgery services among private university students in Bangkok, Thailand.
H4a.Reference groups have a positive effect on pursuing plastic surgery services among private university students in Bangkok, Thailand.
H4b. Family has a positive effect on pursuing plastic surgery services among private university students in Bangkok, Thailand.
H4c. Roles and status have a positive effect on pursuing plastic surgery services among private university students in Bangkok,
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