Forecasting Addictive Consumer Behaviour in Plastic Surgery: A Case Study in Vietnam
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چکیده
Studies in Vietnam and other countries reveal that the number consumers willing to consider cosmetic surgery has increased. The purpose of this paper is to stimulate a research agenda by illuminating a key empirical issue on forecasting deviant consumer behaviour in Vietnam in relation to aspects of cosmetic surgery. Questions considered, include; what are the factors that affect consumers’ experiences and consumer’s addictive behaviour after undergoing plastic surgery? What is the probability of becoming addicted to or retaking cosmetic or plastic surgery? Do demographics have any bearing? Primary data was collected from surveys and questionnaires distributed to both female and male consumers. The respondents either have had plastic surgery or are expected to have plastic surgery. The findings indicate that self-image and self-esteem are the most important factors influencing addictive consumer behaviour. Other factors such as demography and psychological aspects are also increasingly important but not are not as powerful an influence. While the Logit model reveals that a married consumer is 8.92 times more likely to repeat cosmetic surgery than a single consumer. Similarly, a younger consumer is 5.11 times more likely to repeat cosmetic surgery than an older consumer. This finding carries strategic implications for plastic surgery marketing.
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تاریخ انتشار 2013