THE INFLUENCING FACTORS PRESSURING THAI WOMEN ON DECISION MAKING ON BEAUTY AND APPEARANCE TRANSFORMATION.

Abstract

The objectives of this research on the influencing factors pressuring Thai women toward beauty and appearance are 1) to understand Thai women’s perception about physical appearance in modern day society 2) to identify whether the psychological variable or the external environmental variables will make women have the desire to look more attractive. The method for this study is a quantitative approach using a questionnaire survey with a random sample of 400 people aged 18-51 living in Bangkok. The analysis of the study will employ SPSS program to interpret the results in a multiple regression model to measure the strength of relationship between each of the variables to the desire for women to look more attractive.

The result of the hypothesis has revealed that 1) The external environmental factors is more related to women’s attitude on beauty and appearance in comparison to the psychological factors. 2) The external environmental factors concerning media, aesthetic and budget have the biggest influence on women’s attitude towards the desire to have a better self-image. 3) The level of behavioral change that women would go through is not is not extreme to go through beauty cosmetic plastic surgery.