Author:
Nguyen Cuong Quoc,Tran Phuoc,Nguyen Minh
Abstract
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.
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