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Introduction
People typically choose forms of cosmetic surgeries because they want to improve their physical attractiveness and feel satisfied with their appearances. Individuals, moreover, have the desire to be more beautiful and closer to ideal social images with the belief that they would be treated better with an attractive appearance (Langlois et al., 2000). Haas et al. (2008) defined that motivation for plastic surgery is based on a combination of psychological and emotional factors. Specifically, the intention of medical cosmetic surgery requires a lot of complicated emotions and feelings. Furthermore, making a face and body more beautiful is just one of so many advantages of cosmetic surgery because this kind of technique can help patients accept themselves better and improve their psychological states (Hasan, 2000). In Asia, the cosmetic surgery market is also crowded. According to the research of ISAPS (2017), there are four Asian countries appeared in the chart with the first rank being Japan (1,137,976), the second being India with 878,180 procedures, the next coming up with Chinese – Taipei with 387,815 and the last one being Thailand with 112,821 procedures. Because of the development of technology, the level and quality of plastic surgeons in Vietnam has been significantly improved. Besides, a young population with about 94 million people, along with the rapidly growing demands for beauty, the plastic surgery industry has played an essential position and become one of the most potential services in Vietnam. According to the theory of planned behavior (TPB) (Ajzen, 1991), there are a large number of factors that motivate people to have cosmetic surgery such as subjective norm (SN), perceived behavioral control (PBC) and so on. To solve all these problems, it is essential to research the factors related to survey problems by using both qualitative and quantitative research. This research methodology is significant and useful for businesspeople in the plastic surgery industry who want to understand better the intentions that affect people’s choice of undergoing cosmetic surgery. Besides, the main target of research is to investigate the intention of undergoing cosmetic surgery of young people in Vietnam.
Literature review
Ajzen’s intention model in cosmetic surgery
Following the analysis belonging to chapter 2, Ajzen’s model had shown that it could give the advantages to analyze the...