The Research On The Influencing Factors Of Post-90s Women’s Willingness To Medical Cosmetology Consuming

With the development of national economy and the improvement of people’s material living standards,medical cosmetology is more and more accepted by the public.The medical cosmetology industry started late in China,but it has developed rapidly in recent years and become a part of many people’s lives.When medical beauty has become a trend,social media has become an important place for people to exchange medical beauty information.When people exchange information frequently on social media or medical beauty professional mobile applications,it will affect people’s consumption intention in medical beauty.Therefore,it is necessary to explore the influencing factors of people’s medical consumption intention under the background of social media.Based on the theory of perceived value and consumption intention,this paper explores the influencing factors of people’s medical consumption intention.Because medical beauty includes surgical and non-surgical medical beauty,the latter is less risk,convenient,low price and more acceptable to consumers,so this paper focuses on non-surgical medical beauty.When combing the literature,we found that perceived value may play an intermediary role between stimulus and consumption intention.On the basis of the existing relevant research,combined with the interviews with users on this research topic,the independent variables influencing non-surgical consumption intention are summarized: content attraction,relationship strength,involvement degree,cognitive trust and subjective norms.The consumption intention of non-surgical medical beauty is the dependent variable,and the perceived value is the intermediary variable.This paper summarizes the structural model that affects the consumption intention of non-surgical medical beauty,and discusses the relationship between these variables.In practice,390 valid questionnaires were collected.The reliability and validity of the questionnaire were analyzed by SPSS 24.0 and the structural equation model was analyzed by AMOS 23.0 through the results of empirical research,perceived value plays a role of complete intermediary between content attraction,relationship strength and consumption intention,perceived value plays a role of partial intermediary between involvement,cognitive trust and consumption intention,and subjective norms will directly affect consumption intention.Based on the results of empirical research,the author puts forward the marketing countermeasures for the conclusion of the study,in order to provide reference for the expansion of marketingactivities in the medical and aesthetic industry.