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Taiwan s medical aesthetics market has grown rapidly in recent years, resulting a lot of competition in the market. In addition, consumers will refer to various information to make decisions. According to the survey of consumer behavior of medical aesthetics market from Pollster on-line research and Moya magazine, besides recommendations from relatives and friends, on-line search is the second important channel for a consumer decides whether or not to buy medical aesthetics product, leading television and magazine/newspaper advertising. Hence, the internet has become the major channel for information search and checking. People tend to trust word-of-mouth more than advertising. Aesthetics plastic surgery product review is a kind of word of mouth that can provide consumers more users experience and play a critical role on medical aesthetics official website.
This paper aims to study the relationship between aesthetics plastic surgery product review and consumers purchasing intention using selected text analysis and depth interview. This study found that (a) the personal interest is the most important factor and consumers demonstrate active searching and goal-orientation behavior. (b) Aesthetics plastic surgery product review significantly affects consumers purchasing intentions and decisions.(c)Post-reading activities have two types of behaviors, including sharing words-of-mouth and purchasing directly.