Decision-Making Model To Undergo Cosmetic Surgery Of Thai Women: Case Study Thai Women In Bangkok Metropolis

Abstract

Cosmetic surgery is the surgery of adding various materials to customize an organ or body to become more beautiful according to consumer’s demand, unlike surgery that is to treat the disease. Cosmetic surgery is becoming more popular, leading to intense competition in this business.  Business growth depends on the number of consumers who decide to undergo cosmetic surgery. The objectives of this research were to: 1) study decision-making level to undergo cosmetic surgery of Thai women; 2) study influences of social media, attitude, social status, and experiences related to cosmetic surgery on decision-making to undergo cosmetic surgery of Thai women; and 3) develop a model for decision-making to undergo cosmetic surgery of Thai women. This research employed a mixed research methodology. For the quantitative research part, the research sample consisted of 320 Thai women who had not experienced cosmetic surgery, and they appointed a date for cosmetic surgery at clinics or registered for cosmetic surgery in South Korea, obtained by stratified sampling in relation to types of cosmetic surgery. The sample size was determined based on the criterion of 20times the observed variables. Data were collected with the use of a questionnaire and analyzed with a structural equation model. As for the qualitative research component, in-depth interviews were conducted with 19 key informants from three groups of people including: 1) seven beauty executives or entrepreneurs; 2) five cosmetic surgeons; and 3) seven Thai women who had cosmetic surgery experiences. The findings showed that: 1) decision-making level to undergo cosmetic surgery of Thai women was rated at a high level; 2) social media, attitude, social status, and experiences related to cosmetic surgery had a direct influence on decision-making to undergo cosmetic surgery of Thai women, of which attitude had the greatest direct influence; and 3) the model of decision-making to undergo cosmetic surgery of Thai women was the S-R-C-F-P-E model consisting of 1) Social media influence that presented the beauty or goodness of the people who has undergone cosmetic surgery; 2) Received information about the goodness or beauty accepted by society; 3) Self-Comparison with people with socially acceptable appearance 4) Feeling of dissatisfaction and negative attitude to self-appearance;  5) Positive attitude and desire for cosmetic surgery to look better; 6) Expectation for cosmetic surgery and 7) Decision making to cosmetic surgery. Thailand should establish a policy to support cosmetic surgery business. To present the image of stars, actors, or celebrities’ beauty who underwent cosmetic surgery by Thai surgeons with a standard of quality and safety through social media could attract Thai people for making a decision to undergo cosmetic surgery in the country.