Factors that Affect to the Females’ Intention of Accepting Aesthetic Service in Ho Chi Minh City

Pham Thi Diem * , Tran Thi Hoa , & Ho Nhat Tien

* Correspondence: Pham Thi Diem (email: diempt@vhu.edu.vn)

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Received: 18 Mar 2024
Revised: 11 May 2025
Accepted: 22 May 2024
Published: 25 Dec 2025
DOI: 10.58810/vhujs.10.2.2025.798
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Phạm, D. T., Trần, H. T., & Hồ, T. N. (2025). Factors that Affect to the Females’ Intention of Accepting Aesthetic Service in Ho Chi Minh City. Van Hien University Journal of Science 10(2), 89-102.
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Volume 10 - Issue 2 (2025)
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Abstract

Beautification through aesthetics is a widespread interest and is becoming a trend in modern society. This study aims to explore the factors that affect to the intention of Ho Chi Minh City women in accepting the cosmetic services. Based on survey data collected directly or indirectly from 247 women with various ages by convenicent sampling method, Qualitative research, Quantitative research, Exploratory factor analysis (EFA) and Regression were utilized to explore the influential factors. The findings reveal six factors, namely attitude toward cosmetic surgery, body dissatisfaction, social appearance anxiety, social comparison of appearance, influence of social media, and service fees. In which, social media has the strongest impact on the intention to accept cosmetic services with β = 0.296. In addition, unlike the previous aesthetics studies, this study has shown that service-fee is strongly influential to the intention to accept aesthetic services. The results have provided the useful information for managers in the beauty industry who want to understand better the factors that affect to the females’ intention of accepting aesthetic services.
Keywords: aesthetic service, acceptance of aesthetic services, aesthetic service fees, social media

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