earticle

영어

This study applied the extended theory of planned behavior (ETPB) to identify the factors influencing behavioral intentions toward scalp micropigmentation (SMP) and to examine how consumers’ subjective information levels affect their decision-making. A structured self-administered survey was conducted with 163 adults who had previous experience with SMP, and the collected data were analyzed using SPSS 29.0. The findings showed that attitude, subjective norms, and subjective prior knowledge had significant positive effects on behavioral intention while the interaction between perceived value and subjective prior knowledge had a significant negative effect. Specifically, consumers with low subjective knowledge were more responsive to expected benefits, with perceived value strongly motivating their behavioral intention. In contrast, among consumers with higher knowledge levels, the influence of the same value-related information was reduced. These results suggest that practitioners should enhance clinical safety, service quality, and professional expertise to cultivate positive attitudes and trust among both existing and prospective clients. Such trust-based, strategic approaches are crucial for supporting the sustainable growth of the SMP market.

중국어

本研究旨在通过应用扩展计划行为理论(Extended Theory of Planned Behavior, ETPB), 揭示影响SMP(头皮微色素沉着术) 治疗行为意向的因素,以及消费者基于主观信 息水平对SMP治疗决策的差异,从而为临床实践提供可操作性启示.为此,本研究对163名具 有SMP治疗经验的成年人进行了结构化自填式问卷调查,并采用SPSS 29.0软件对收集的数据 进行分析.对技术行为意图产生显著正向影响的因素依次为态度,主观规范和主观先验知 识,而感知价值与主观先验知识的交互作用则呈现负向影响.具体而言,主观知识水平较低 的消费者对期望效用更为敏感,其感知价值能显著促进技术行为意图 ; 而知识水平较高的消 费者则表现出相同价值信息的影响力减弱现象.因此,在实际临床实践中,医疗机构应通过 提升临床安全性和医疗质量,强化专业能力,采取基于信任的战略性策略,积极引导包括消 费者在内的周边潜在客户形成对SMP治疗的积极态度,从而推动SMP市场的可持续发展.