美容成形手術에 대한 知覺된 危險에 관한 比較硏究

Abstract

This article examines how men and women, Chinese and South Korean differ in both their perceptions of the risks associated with plastic surgery and the effect of reducing perceptions of risk from receiving a recommendation of a friend and an advertisement. The data for this study were obtained from 421 paper surveys, ball-point pens were used as a reward for completing the survey. Respondents were approached in and around a university community located in Shanghai and Seoul. This data collection took place during late July to early October of 2010. A MANCOVA analysis of the various risk components with covariates to control for involvement level and knowledge level effects was used to analyze the data. A MANCOVA analysis was chosen because the two aspects of risk (probability of failure and severity of consequences) and the effect of the covariates (involvement and knowledge level). Also, a ANCOVA analysis was used to analyze the different perceptions of risk reducing effect of the advertisement and recommendation from a friend. The results suggest that, even when controlling for differences in involvement and knowledge level, women perceive a higher level of perceptions of the probability of negative outcomes in plastic surgery than men. Chinese perceive a higher level of perceptions of the probability of negative outcomes in plastic surgery than South Korean, and perceive a lower level of the severity of such negative outcomes in plastic surgery than South Korean. In addition, having a recommended by a friend leads to a greater reduction in perceived risk among women than among men. These results imply that marketers may want to work on reducing perceptions of risk when targeting female consumers and differentiate between China and S. Korea market. Another implication of the finding is that anything marketers can do to encourage positive word of mouth is very likely to have a particularly positive effect among female consumers. Thus, companies that market primarily to women might benefit the most from offering programs where rewards are given to those customers who recommend the surgery to others.