How does face consciousness affect purchase intention of cosmetic surgery?
Authors: Ching-Wen Yeh
Journal: Chiao Da Management Review. Dec. 2015, 35(2): 81-111.
Keywords:
Face consciousness; Materialism; Appearance investment; Aging anxiety; Purchase intention
Abstract:
This study investigated the relationships among face consciousness, materialism, appearance investment, aging
anxiety, and intention to purchase cosmetic surgery. Our three objectives were to (a) test the mediating
effect of materialism on the relationship between face consciousness and appearance investment; (b)
investigate the mediating effect of appearance investment on the relationship between materialism and
intention to purchase cosmetic surgery; and (c) examine the moderating effect of aging anxiety on the
relationship between appearance investment and intention to purchase cosmetic surgery. The participants in
this study were 600 middle-aged women in Taiwan, between 35 and 55 years of age. Here, we report three major
findings. First, materialism partially mediates the positive relationship between face consciousness and
appearance investment. Second, appearance investment partially mediates the positive relationship between
materialism and the intention to purchase cosmetic surgery. Third, aging anxiety moderates the positive
relationship between appearance investment and intention to purchase cosmetic surgery. These findings suggest
that in order to improve product positioning, service providers can implement various strategies based on the
target customers’ materialistic values and degree of investment in personal appearance. Middle-aged women
typically exhibit aging anxiety, and thus they are readily attracted by advertisements that emphasize the view
that physical beauty is enchanting and can bring happiness.