| dc.description.abstract | This study is concentrating on female office workers who are working in Ho Chi Minh City to test the influence of media and peer pressure on their attitudes toward cosmetic surgery. A sample of 362 female office workers aged from 20 to over 35 years old was collected in 2 prestigious office buildings located at Ho Chi Minh City. To analyze the data and test the proposed research model in the study, several statistical tests were used include: Reliability test, Exploratory and Confirmatory factor analysis, Structural Equation Modeling. Using correlation analysis method, media and peer pressure variables were found to be correlated with more favorable perception of the cosmetic surgery. The study also proved that internalization of ideal body image and body comparison mediated the relationships between peer pressure, exposure to media and attitudes toward cosmetic surgery. The final results indicated a good level fit to the data set. The findings can be used as a basis for further analysis in the cosmetic surgery sector in Vietnam.
Keywords: cosmetic surgery, media, peer pressure, body dissatisfaction, internalization, body comparison | en_US |
