อิทธิพลผของสื่อ ความภาคภูมิใจในตนเอง และภาพลักษณ์ร่างกายที่มีผลต่อการยอมรับการทำศัลยกรรมความงาม

บทคัดย่อ

THE INFLUENCE OF MEDIA, SELF-ESTEEM AND BODY IMAGES AFFECTING THE ACCEPTANCE OF THE COSMETIC SURGERY

This research aimed to study the influence of media, self-esteem, and body images affecting the acceptance of the cosmetic surgery. This research combined both quantitative and qualitative methods. It intended to study 1) personal characteristics and 2) the influence of media, self-esteem, and body images that affected the acceptance of cosmetic surgery. The sample group was 400 people aged over 18 years old. For the quantitative method, the research instrument used to collect data was questionnaire at the reliability of 0.862, 0.953, 0.782, and 0.915. The statistics used for data collection and data analysis were mean, standard deviation, independent sample t-test, one-way ANOVA, Pearson’s correlation coefficient, and Multiple Regression. For the qualitative method, the in-depth interview was done with 15 interviewees: 5 cosmetic providers and 10 cosmetic patients. The results revealed that 1) personal characteristics: genders and ages affected the acceptance of the cosmetic surgery in statistically significance at the 0.05 level, and 2) media influence, self-esteem, and body images affected the acceptance of the cosmetic surgery in statistically significance at the 0.05 level. The changes of the acceptance in having the cosmetic surgery can be explained at 37.7%.