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Influencing Factors of the UTAUT Model on Sichuan-Chongqing Female College Students’ Willingness in Medical Beauty Consumption

Baojun Chen


In recent years, Chinese college students spending in the medical beauty consumer market has significantly risen due to the rising economic strength and social influence. The medical beauty market has been enormously stimulated by the improvement of technology that helps proactively understand the elements of acceptance to design interventions, including training and marketing. The three objectives are to explore the influence mechanism of college students in medical beauty consumption willingness in Sichuan and Chongqing, to analyze the influence mechanism of young women's medical beauty consumption willingness, to improve consumers' desire to consume medical aesthetics with the high-quality and standardized development of the medical aesthetics industry.


UTAUT; Students’ Willingness Consumption; Medical Beauty

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DOI: http://dx.doi.org/10.18686/fm.v7i5.5962