醫學美容在最近十年蓬勃發展，並且有許多媒體雜誌報導醫學美容成為現在的經濟顯學，因此醫學美容研究的價值顯得相當重要。本研究著重於台灣醫學美容消費者行為研究，試圖建立一個整合性架構，並探討組織環境、醫學美容主觀規範、醫學美容產品價格、居住地區、性別、職業、年齡與醫學美容行為意圖之關係。並透過網路平台發放問卷，詢問施測對象關於醫學美容的議題，總共回收352 份，剔除無效問卷9份，最後有效問卷343 份。本研究調查資料茲採用因素萃取、信度分析、效度分析、多變數分析(MANOVA)、以及結構方程模式(SEM)來驗證各研究變數的影響關係。在學術研究上，本研究成功驗證理性行為理論、醫學美容價格與組織環境之間有關係存在。結論可以歸納如下：
1.醫學美容產品價格對醫學美容行為意圖呈現顯著正向直接影響。
2.醫學美容主觀規範對醫學美容行為意圖呈現顯著正向直接影響。
3.組織環境對醫學美容主觀規範呈現顯著正向直接影響。
4.居住地區在醫學美容產品價格構面有顯著差異。
5.性別在醫學美容產品價格構面有顯著差異。
6.性別在醫學美容行為意圖構面有顯著差異。

在管理意涵上，本研究之發現有利於行銷策略的制定，歸納如下：
1.醫學美容產品價格的高低會影響消費者的行為意圖。
2.重要關係人(親友)的支持會正向影響消費者產生醫學美容行為意圖。
3.工作環境、主管支持與同事經驗分享都會正向影響消費者的主觀規範。
4.台灣西部居民(北部、中部、南部)對於醫學美容產品價格比較敏感。
5.女性對於醫學美容產品價格比較敏感。
6.女性有較高的醫學美容行為意圖。

Medical cosmetology market has gained the most growth in recent decade, while this particular profession was popularly reported by media (such as magazines) as one of the famous subjects in modern economy; therefore, the importance and the value of research in the field of medical cosmetology were then well revealed.
This particular research mainly focuses on the consuming behaviors of medical cosmetology consumers in Taiwan, and the purpose of this study attempts to build an integrated framework and to examine the correlations among organizational environment, subjective norm, medical cosmetology product’s price, residential area, gender, occupation, age, and behavioral intention. Those deliberately designed questions listed in questionnaires were emphasized on the issues related to medical cosmetology (medical aesthetics), then a total of 352 questionnaires were distributed and responded via internet; after rejecting 9 invalid questionnaires, in a number of 343 effective feedbacks were finally obtained. The empirical data was analyzed by factor analysis, reliability analysis, validity analysis, multivariate analysis of variance (MANOVA), and then the structural equation modeling (SEM) was adopted to measure correlations among the variables.

For the purpose of this academic research, the existence of the correlations among TRA, medical cosmetology product’s price, and organizational environment were successfully derived and identified. Therefore, the research was then summarized as following:
1.The product’s price of medical cosmetology has a positive direct effect on behavioral intention toward to medical cosmetology.
2.The subjective norm of medical cosmetology has a positive direct effect on behavioral intention toward medical cosmetology.
3.The organizational environment has a positive direct effect on subjective norm of medical cosmetology.
4.The residential area variable has significant differences within medical cosmetology product’s price aspect.
5.The gender variable has significant differences within medical cosmetology product’s price aspect.
6.The gender variable has significant differences within behavioral intention aspect toward to medical cosmetology.

Moreover, from the aspect of management, there were several worthy considerable factors that might have contributions in making marketing strategies proposed by this research, concluded as follows:
1.The price differences among medical cosmetology products have influence on consumers' behavioral intention.
2.The supports from closed family members or friends would have positive influences on consumers who will generate behavioral intentions toward to medical cosmetology.
3.Working environments, such as supports from superiors, and experience sharings from colleagues all will have positive influences on consumers' subjective norms.
4.Residents from the western side of Taiwan (i.e. Taipei, Taichung, or Kaohsiung) tend to be more sensitive to price differences among medical cosmetology products.
5.Female consumers are more sensitive to price differences among medical cosmetology products.
6.Female consumers generate higher behavioral intentions in medical cosmetology.

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2. American Academy of Cosmetic Surgery(March 9, 2010). Procedures by AACS members increased 8 percent since 2008,Retrieved October 22, 2010, from the World Wide Web:http://www.cosmeticsurgery.org/media/pr_030910.pdf
3. International Society of Aesthetic Plastic Surgery. ISAPS International Survey on Aesthetic/Cosmetic Procedures Performed in 2009,Retrieved October 23, 2010, from the World Wide Web: http://www.isaps.org/uploads/news_pdf/Analysis_iSAPS_Survey2009.pdf
4. 台灣外貌協會，醫美市場大餅600億(民99年7月27日)。環球郵報中英文雙語報。民99年10月20日，取自：
http://upntoday.blogspot.com/2010/07/taipei-news-medical-2010-7-27-01.html