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A Study on the Influence Factors of Behavior Intention for Chinese Cosmetic Surgery Tourism: Focusing on Extended Model of Goal-directed Behavior

Yang, Eun-Ju 1 Cho, Min-Ho 1

1한양대학교

Accredited

ABSTRACT

This is a study on the factors that influence behavior intention of cosmetic surgery tourism in the current situation where Chinese medical tourists, are increasing particularly by using the model of goal-directed behaviors including attitude, subjective norms, perceived behavioral control, expected emotions, passion, and behavior intention, in addition to the service quality of medical tourism, narcissism, and the Hallyu star attractiveness. The subjects of this study were 485 valid sample of Chinese persons who had considered cosmetic surgery tourism in Korea and the structural equation modeling by AMOS was used for analysis. This study showed that all variables of the fitness of model met all criteria, which therefore confirms the validity of the final model. As the result, 8 of the 9 hypotheses were statistically significant, with one hypothesis being partially significant. In this study, a new model to show the factors that affect the behavior of Chinese cosmetic surgery tourists and marketing suggestion were developed by using extended method on the goal-directed behavior model.

Citation status

* References for papers published after 2022 are currently being built.