Thesis (M.A.)--Chulalongkorn University, 2013

This paper investigated influencing decision making toward cosmetic surgery of Korean. There were two main objectives developed under this aim. These objectives were 1) to examine whether different demographic factors can differently influence decision making of Korean toward cosmetic surgery, and 2) to identify the factors that influence decision making of Korean toward cosmetic surgery. The paper was adopted quantitative approach using questionnaire as research instrument. There were 108 sets of questionnaire collected in this paper. All the questionnaires were filled by Korean who have been through cosmetic surgery. The data were test using descriptive and inferential statistical analysis tools. The inferential statistical analysis tools used in this paper were Independent t-tests, one-way ANOVA and Multiple regression. The result showed that there are significantly different among different age level and occupation groups on decision making toward cosmetic surgery of Korean. The result also showed that the decision making toward cosmetic surgery of Korean can significantly be influenced by celebrity and career progress. The result can be implied that marketing efforts should focus on young, unmarried career workers, especially women. The result can also be implied that celebrity endorsements should be used cautiously toward cosmetic surgery.