소비자의 구매행동에 지각된 위험의 역할이 매우 중요하며, 미용성형 상품특성을 고려하는 경우 이의 중요성은 더욱 크다고 할 수 있다. 본 연구는 미용성형을 대상으로 한국과 중국소비자의 지각된 위험과 지각된 위험 감소방법으로서 추천의 영향을 비교하는 것을 목적으로 하고 있다. 이를 위하여 지각된 위험을 부정적 결과 가능성과 심각성의 두 가지 차원으로 구분하여 검토하였으며, 세분시장별 이해를 위하여 여성과 남성소비자의 차이를 고찰하고 있다. 한국과 중국의 대학생을 대상으로 실험설계방법을 통하여 421명의 자료수집이 이루어졌다. 지각된 위험의 본질적인 차이를 비교하기 위하여 개인적인 특성으로서 관여도와 지식수준을 통제하고 MANCOVA와 ANCOVA를 사용한 자료분석을 수행하였다. 지각된 위험에 대한 분석결과 중국소비자는 부정적 결과 가능성을 높게 지각하는 반면에 한국소비자는 부정적 결과 심각성을 높게 지각하는 것으로 나타나고 있다. 여성소비자는 남성소비자에 비하여 부정적 결과 가능성을 높게 지각하는 반면에 심각성은 차이가 나타나지 않고 있다. 그러나 심각성의 경우에는 한국 여성소비자가 특히 높게 지각하는 것으로 나타나고 있다. 추천의 영향에 대한 분석결과 한국과 중국소비자간 광고 대비 추천 효과는 차이가 나타나지 않고 있다. 그러나 여성의 경우 추천 효과가 높게 나타나고 있으며 한국 여성소비자가 특히 높은 것으로 나타나고 있다. 이러한 연구결과를 바탕으로 중국과 한국의 미용성형 세분시장별 소비자이해 및 차별화된 마케팅방안에 대한 시사점이 도출되었다.

The perceived risk in marketing literature is an important concept to explain customers' willingness to buy. In case of cosmetic surgery as a high-risk service product, the obstacle factors such as the perceived risk as well as the various promotion factors should be considered to explain customer behavior. This study examines 1) the perceived risk of cosmetic surgery between Korea and China consumers and 2) the effects of receiving a recommendation as a risk-reducer on the risk perceptions of cosmetic surgery between Korea and China consumers. The 2 dimensions (the probability and seriousness of the negative outcome) of the perceived risk and the 2 groups (women and men) of customers is reviewed. The data of 421 respondents were collected. MANCOVA and ANCOVA analysis including 2 covariates (involvement and knowledge level) were used to uncover and compare the underlying nature of the perceived risk between the 2 countries. The study results say that 1) while Chinese consumers perceive the probability of negative outcomes high, Korean consumers perceive the seriousness of negative outcomes high. In addition, while female consumers perceive the probability higher than male consumers, there is no difference in the perception of the seriousness between female and male consumers. However, Korean female consumers perceive the seriousness of negative outcomes higher than Chinese female consumers. 2) The is no difference of the effect of a recommendation (vs. advertising) between Chinese and Korean consumers. However, there is a stronger effect of a recommendation to female consumers rather than male consumers. In addition, the effect of a recommendation is most dominant in Korean female consumers. This study has the theoretical implications in the perspective of both the comparative and segment-wise approach. Also, the findings of this study give the insightful managerial implications to Korean cosmetic surgery institutions.

The perceived risk in marketing literature is an important concept to explain customers' willingness to buy. In case of cosmetic surgery as a high-risk service product, the obstacle factors such as the perceived risk as well as the various promotion factors should be considered to explain customer behavior. This study examines 1) the perceived risk of cosmetic surgery between Korea and China consumers and 2) the effects of receiving a recommendation as a risk-reducer on the risk perceptions of cosmetic surgery between Korea and China consumers. The 2 dimensions (the probability and seriousness of the negative outcome) of the perceived risk and the 2 groups (women and men) of customers is reviewed. The data of 421 respondents were collected. MANCOVA and ANCOVA analysis including 2 covariates (involvement and knowledge level) were used to uncover and compare the underlying nature of the perceived risk between the 2 countries. The study results say that 1) while Chinese consumers perceive the probability of negative outcomes high, Korean consumers perceive the seriousness of negative outcomes high. In addition, while female consumers perceive the probability higher than male consumers, there is no difference in the perception of the seriousness between female and male consumers. However, Korean female consumers perceive the seriousness of negative outcomes higher than Chinese female consumers. 2) The is no difference of the effect of a recommendation (vs. advertising) between Chinese and Korean consumers. However, there is a stronger effect of a recommendation to female consumers rather than male consumers. In addition, the effect of a recommendation is most dominant in Korean female consumers. This study has the theoretical implications in the perspective of both the comparative and segment-wise approach. Also, the findings of this study give the insightful managerial implications to Korean cosmetic surgery institutions.

perceived risk, recommendation, negative outcomes, probability, seriousness, cosmetic surgery