Factors that motivate young people’s intention to undergo cosmetic surgery in Vietnam
Purpose: The purpose of this study is to assess the factors that motivate young people’s intention to undergo cosmetic surgery in Vietnam. Design/methodology/approach: This study applies Ajzen’s theory of planned behavior as a research model. The study is based on a quantitative method that applied exploratory factor analysis. Findings: In total, 412 valid responses are used for the statistical analysis. The results confirm that subjective norm (SN), attitude toward cosmetic surgery and perceived behavioral control (PBC) are the main factors that motivate young people’s intention to undergo cosmetic surgery. Originality/value: The results show the positive relationship between attitude toward cosmetic surgery, SN, PBC and intention to undergo cosmetic surgery in Vietnam.
Year of publication: |
2020
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Authors: | Nguyen, Cuong Quoc ; Tran, Phuoc ; Nguyen, Minh |
Published in: |
International Journal of Pharmaceutical and Healthcare Marketing. - Emerald, ISSN 1750-6123, ZDB-ID 2280280-0. - Vol. 14.2020, 3 (10.04.), p. 395-407
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Publisher: |
Emerald |
Saved in:
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