追求健康美麗是多數女性的夢想，近年來，台灣中高齡女性具有極高消費能 力，願意從事醫學美容讓青春永駐，而爲了解中高齡女性對非侵入性醫學美容行爲 意圖，本硏究以理性行爲理論爲基礎，增加知覺風險及產品價格二構面，建立中高 齡女性對非侵入性醫學美容行爲意圖硏究架構，探討影響中高齡女性對非侵入性醫 學美容行爲意圖的因素。本硏究以南投地區45歲以上的女性爲硏究對象，透過問 卷調查法，進行硏究模式適配度的驗證與分析。本硏究發現「態度」、「主觀規範」 會正向影響中高齡女性對非侵入性醫學美容行爲意圖，其中以主觀規範的影響效果 最高；然對非侵入性醫學美容的「知覺風險」則會負向影響行爲意圖；而「產品價 格」對中高齡女性的非侵入性醫學美容行爲意圖的影響並不顯著；整體硏究模型對 中高齡女性的非侵入性醫學美容行爲意圖的解釋力(R2)達0.62。本硏究之結果可提 供醫學美容業者與後續硏究者參考。

The pursuit of the health and beauty is the dream of most women. In recent years, Taiwan's elderly women have high spending power and are willing to engage in medical cosmetology to keep young. The study used the theory of reasoned action and added two constructs of the perceived risk and product prices to investigate the intention of non-invasive medical cosmetic behavior for the middle-aged and elder women. The proposed research framework was to explore the factors affecting cosmetic behavioral intentions for elder women to engage in non-invasive medical cosmetology. In this study, the research subjects were women aged 45 and over living in Nantou county. The questionnaire was used to verify the research model fit. The results found that attitude and subjective norm positively affect intention of elderly women to engage in non-invasive medical cosmetic behavior. The effect of subjective norm is the highest and the perceived risk negatively influences the behavior. However, the price is insignificant factor for elderly women to engage in the non-invasive medical cosmetic behavioral intention. The overall explanatory power of the research model reaches 0.62. The finding of this study also provided the suggestions for the medical beauty industry and academic researchers.