ไม่มีข้อมูลบทคัดย่อภาษาไทย
Compared with developed countries, China's medical beauty industry started relatively late. With the improvement of people's living standards and the change of ideas, medical beauty became a part of people's daily life. In recent years, male group medical beauty consumption had gradually risen and shown great potential. Therefore, it would be an incredible drive to research male groups' medical and aesthetic consumption. The purpose of this study was to explore a significant difference in purchase intention of medical beauty among different demographic variable groups in age and income; to examine the influencing mechanism between the following factors: capability trust, goodwill trust, internet celebrity attractiveness, physical satisfaction, professionalism, visual cues, and perceived value having any impact to males' purchase intention of medical beauty in Chongqing; and to put forward feasible suggestions on providing better services and supervision to the users' needs for service agencies in the medical and aesthetic industry. Five hundred and thirty completed questionnaires of Chongqing male consumers were collected through the online WeChat platform by random sampling in May and June 2022. The results showed that trust, satisfaction, and perceived value impact purchase intention in male medical beauty. Further suggestions were made in the necessary government regulations in controlling medical service quality for better consumer protection. กรุงเทพ