本研究目的為探討中年女性美容手術知覺風險及知覺價值與行為意圖之關係。本研究以問卷調查法進行，立意抽樣調查至台北市40－65歲至整形醫美診所諮詢之中年婦女，抽樣結果有效問卷393份。問卷工具為「知覺風險量表」、「知覺價值量表」與「行為意圖量表」。研究結果顯示：至整形醫美診所諮詢之中年女性中，以40－44歲及無婚姻狀態並有過美容醫學經驗者，在美容手術之行為意圖程度上較為強烈；美容手術知覺價值與行為意圖間存有著顯著相關性；知覺風險、知覺價值對行為意圖有顯著預測力，知覺風險愈高時美容手術行為意圖愈低，知覺價值愈高預測美容手術行為意圖也愈高；根據研究結果可做為美容醫學相關業者醫療行銷評估參考依據。

The purpose of this study is to examine the relationship between middle-aged women's perceived risk and perceived value towards behavior intention of prospective cosmetic surgery. The research subjects are 40-65 years old women taking counsel at plastic surgery clinics in Taipei City. Questionnaire is applied in this study to investigate relationships among participants' perceived risk, perceived value and behavior intention of implementing cosmetic surgery. Purposeful sampling method is 393 valid samples were selected by purposive sampling at the plastic surgery clinics. SPSS statistical software was used for statistical analysis. The results of this study indicate that 40-44 years old middle-aged, non-married people, and with previous non-surgical cosmetic procedure experiences in cosmetic medicine have stronger behavioral intention than those with no previous experiences. The perceived value of undergoing cosmetic surgery is positively correlated to behavioral intention. In addition, perceived risk and perceived value of participants are positively predict the behavioral intention of participating in cosmetic surgery. The higher the perceived risk, the lower the behavioral intention of cosmetic surgery. The higher the perceived value, the higher behavioral intention towards taking cosmetic surgery. The research results could contribute to evaluation procedures and marketing strategies of cosmetic medicine industry.