Motivation Factor to undergo cosmetic surgery among Thai working officer in Private enterprise

Abstract

“We investigate previous study and empirical study in US (ABC, 2013, American Society for Aesthetic Plastic Surgery (ASAPS, 2013), UK, Europe, Vietnam and Korean (Park and Kim, 2003) , found that more adolescent and working adult tend to undergo for cosmetic surgery with various motivations which are appearance satisfaction, ideal figure, self-esteem, comment, clothes and sexuality.(Anette S., Solvi, Kaja Foss, Tilman Von Soest, Helge R.Roald, Knut C. Skolleborg, Arne Holte, (2010)., while previous studies in Korean indicates “Career Progression” is major factor, Vietnamese is mainly influenced by SelfEsteem and Self-image., same trend already happens in Thailand., will the motivational drivers be the same? The objective of this study is aimed to explore and analyses the motivational attributes and factors to undergo for cosmetic surgery among working officer in Thai context with the reference to the Motivation and Maslow Hierarchy of needs Theory to support the research study. 400 working officers participated in this quantitative study by purposive random approach using a questionnaire as a tool. The question is consisted of 2 parts, respondent demographic which will cover age, gender, job character and personal income, second part, attribute. The methodology for data analysis is exploratory factor analysis (EFA) by Principle Component Analysis with VARIMAX Rotation, as well as, ANOVA, Validity and Reliability Analysis. The results of the research show that there are 7  factors of office worker’s motivation, that influence them to undergo for cosmetic surgerywhich are career progression, social and culture conformity, self-satisfaction, affection, life Partner, self-imagery and Media exposure. The most motivational factor to undergo for cosmetic surgery among Thai office worker is driven by “Career progression”