Plastic Surgery in Female Students: A Case Study of Silpakorn University, Phetchaburi IT Campus

Abstract

This study aimed to investigate: 1) the definition of successful plastic surgery; and 2) commitment and consumer decision process in female students from Silpakorn University, Phethaburi IT campus towards plastic surgery. The study was a qualitative research. It used phenomenology methodology and in-depth interview with 26 key informants for data collection. The results disclosed that: 1) a definition successful plastic surgery included a balance of face components inspired by super stars, famous models and actresses; 2) in terms of consumer decision process, it was found that decision-making primarily derived from students’ dissatisfaction of their own face and the needs to eliminate their weak appearance which sometimes criticized by others, additionally, the commitment were provoked by clear and trustworthy sources on the Internet; the high emphasis on the surgeons’ skills with the reputation of the clinics; the standard and safety of surgical operation; the royal customers of the clinics and the renewal of the surgeons for exotic experiences.