國小教師使用微整型醫學美容服務行為意向之研究

The Behavioral Intentions of Primary School Teachers to Use Cosmetic Surgery Medical Aesthetic Service

美容整形是提高自我形象與社會印象的一種方法，尤其是在重視外表吸引力的社會文化裡。本研究以計畫行為理論（Theory of Planned Behavior, TPB）模型為基礎，探討高雄市公立國小教師微整形行為意向，並以結構方程模式探討各變數間的關係，瞭解態度、主觀規範、知覺行為控制對行為意向之影響效果，有效問卷共計324份。研究結果顯示，態度、主觀規範對行為意向無顯著關係，知覺行為控制為主要核心變數對行為意向呈現顯著正向影響且最具有預測力，男性在知覺行為控制程度高於女性。國小教師對微整形持正面態度且認為是值得的，微整形能讓人變年輕，並且更受學生歡迎。在主群體意見參考上主要受到周遭重要親人以及曾經做過微整形的人之意見影響，在次群體中則是網友推薦影響最大。國小教師在未來一年中嘗試微整形的可能性偏低，然而卻有偏高的比率在五年內微整形。

Cosmetic surgery is a way to improve self-image and social impression, especially in the culture attaching importance to physical attractiveness. In this study, based on elementary school teachers in Kaohsiung for intentions of micro-cosmetic surgery, the theory of planned behavior (TPB) as a model to discuss behavior intentions of elementary school teachers for micro-cosmetic surgery, and also use Structural Equation Modeling to explore relationships between different variables, including understanding attitude, subjective norm, perceived behavioral control on behavior intention affecting the results. The results show that attitude and subjective norm are no significant relationship to behavioral, perceived behavioral control is the main core variable on behavioral intentions. It is the significant positive effect and the most predictive ability, the degree of perceived behavioral control in men is higher than women. Elementary teachers consider that micro-cosmetic surgery is positive and worthy, micro-cosmetic can make people become younger and more popular with the students. In reference to the views of the main groups around the main subject is important and the impact of their loved ones who have done the micro-shaping opinion, in the second group are recommended by cyber friends. Elementary school teachers in the coming year to try a low likelihood of micro-surgery, however, there is the high ratio of micro-surgery within five years.