กระบวนการตัดสินใจทำศัลยกรรมเสริมความงามของผู้บริโภค

Abstract

The purpose of this research was to gain insight into consumers’ decision making
process on aesthetic plastic surgery. An in-depth interview was conducted with 15
informants during March 2018. The research results showed that for need or problem
recognition stage, the informant needed to improve their overall looks and boost their
confidence. For the next stage, information search, all of them searched from an external
which mainly was beauty websites and case reviews. For evaluation stage, most of the
informants used lexicographic evaluation with a consideration on outcome satisfaction and
price. According to decision-making stage, all of them spent up to two months to make their 

decision on which aesthetic clinic they wanted to undergo their surgery. Lastly, for postpurchase
behavior stage, most informants were satisfied with the surgery outcomes and
would recommend their friends for the service.